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Abstract
The field of political marketing has majorly benefited from the use of social media platforms. This has been true both for eastern and western contexts. The primary areas in political marketing that have majorly benefited from the social media usage have been the political leader and the evaluations of the leader by the voters. In the Indian context too, the use of social media techniques has been hailed as the Holy Grail of political marketing. This estimation is quite apposite. Nevertheless, what must not be forgotten is that the complexities of the bonding between political leaders and voters are not only premised primarily on the efficacy of social media techniques but also include other key dimensions. Thus, this article focuses on the importance of credibility as a key dimension. This dimension is inevitable to make social media techniques as effective as they are in political marketing. To substantiate this, we have comprehensively engaged with the fields such as traits of political leaders, crisis management and collaboration. These deliberations have been contextualized to the case of Narendra Modi, the prime minister of India. Further, these deliberations culminate in an effective framework. Academicians and practitioners of political marketing can extensively utilize this framework.
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Notes on contributors
Varsha Jain
Prof. Varsha Jain, PhD, is a Professor in Integrated Marketing Communications and the Co-chairperson, FPM (Doctoral Level Program) at the MICA (India). Prof. Jain has over 17+ years of experience in teaching and research. She has authored over 100+ publications in international, national and trade journals, book chapters and case study collections. The publications including the Journal of Business Research, Journal of Product and Brand Management, the Journal of Marketing Communication, Healthy Marketing Quarterly, the International Journal of Mobile Marketing, the Journal of Consumer Marketing, Young Consumers, the Asia-Pacific Journal of Business Administration, Middle East Media Educator, Marketing Insights and Marketing News. She contributed cases in marketing management textbook 15/e (Philip Kotler, Father of marketing, bible for marketing management, by invitation), Ivey case collections and the Emerald Emerging Markets Case Studies Collection. Prof. Jain is recipient of more than 20 national and international awards and gold medals in research and scholarship. The awards includes “Best Researcher of the Year 2019” by Centre for Education Growth and Research, Delhi, India and Integrated Chambers of Commerce and Industry, Delhi, India, “Best Researcher of the Year 2018” by Centre for Education Growth and Research, Delhi, India, “Woman Academic Leader Award in Higher Education – 2018” by Foundation for Management Research and Training, Delhi, India, “Femina Women Leadership Award for excellence in Education” – 2018 and “DNA Education Leadership Award” – 2018 by World HRD Congress, Mumbai, India, “Outstanding Management Researcher Award – 2016”, “Young Outstanding Management Researcher – 2013”, “Outstanding Woman Management Researcher–2012”, awarded by AIMS (The Association of Indian Management Scholars) International.
In her research career, she was visiting guest at Emory Business School, Atlanta, USA in April 2019, 2018 and 2017 (invited by Distinguished marketing professor, Jagdish Sheth) and visiting scholar and guest at The Medill School, North-western University, USA in May 2013 and April 2015 (invited by renowned marketing professor, Don Schultz). She was also a visiting professor at the Indian Institute of Management (IIM), Indore in July 2013 and IIM, Trichy in December 2014. Her research specialties lie in digital marketing, luxury branding, and digital natives. Prof. Jain's current work entails writing books on Consumer Behavior: A Digital Native for India, China and Global markets and Customer Relationship Management.
Ganesh is an F.P.M. scholar at the Mudra Institute of Communications, Ahmedabad (India). He has a Master's degree in English and has taught at the graduate and post graduate level for seven years now. His areas of study include Philosophy, Political Theories, Theories of Persuasion, Post Modernism, Cultural Studies and History. He tries to study all the areas of his study with a cross disciplinary focus and interdisciplinary integration. His specialization in Grammar and Linguistics has allowed him to develop a practical application protocol for GMAT students that offer a very high degree of accuracy and speed. He has had 6 papers published so far in varies areas of marketing and branding. Recently, a joint contribution by him has been presented in the prestigious annual conference, 2016 in the Academy of Marketing Science at Orlando, USA.
Ganesh B. E.
Prof. Varsha Jain, PhD, is a Professor in Integrated Marketing Communications and the Co-chairperson, FPM (Doctoral Level Program) at the MICA (India). Prof. Jain has over 17+ years of experience in teaching and research. She has authored over 100+ publications in international, national and trade journals, book chapters and case study collections. The publications including the Journal of Business Research, Journal of Product and Brand Management, the Journal of Marketing Communication, Healthy Marketing Quarterly, the International Journal of Mobile Marketing, the Journal of Consumer Marketing, Young Consumers, the Asia-Pacific Journal of Business Administration, Middle East Media Educator, Marketing Insights and Marketing News. She contributed cases in marketing management textbook 15/e (Philip Kotler, Father of marketing, bible for marketing management, by invitation), Ivey case collections and the Emerald Emerging Markets Case Studies Collection. Prof. Jain is recipient of more than 20 national and international awards and gold medals in research and scholarship. The awards includes “Best Researcher of the Year 2019” by Centre for Education Growth and Research, Delhi, India and Integrated Chambers of Commerce and Industry, Delhi, India, “Best Researcher of the Year 2018” by Centre for Education Growth and Research, Delhi, India, “Woman Academic Leader Award in Higher Education – 2018” by Foundation for Management Research and Training, Delhi, India, “Femina Women Leadership Award for excellence in Education” – 2018 and “DNA Education Leadership Award” – 2018 by World HRD Congress, Mumbai, India, “Outstanding Management Researcher Award – 2016”, “Young Outstanding Management Researcher – 2013”, “Outstanding Woman Management Researcher–2012”, awarded by AIMS (The Association of Indian Management Scholars) International.
In her research career, she was visiting guest at Emory Business School, Atlanta, USA in April 2019, 2018 and 2017 (invited by Distinguished marketing professor, Jagdish Sheth) and visiting scholar and guest at The Medill School, North-western University, USA in May 2013 and April 2015 (invited by renowned marketing professor, Don Schultz). She was also a visiting professor at the Indian Institute of Management (IIM), Indore in July 2013 and IIM, Trichy in December 2014. Her research specialties lie in digital marketing, luxury branding, and digital natives. Prof. Jain's current work entails writing books on Consumer Behavior: A Digital Native for India, China and Global markets and Customer Relationship Management.
Ganesh is an F.P.M. scholar at the Mudra Institute of Communications, Ahmedabad (India). He has a Master's degree in English and has taught at the graduate and post graduate level for seven years now. His areas of study include Philosophy, Political Theories, Theories of Persuasion, Post Modernism, Cultural Studies and History. He tries to study all the areas of his study with a cross disciplinary focus and interdisciplinary integration. His specialization in Grammar and Linguistics has allowed him to develop a practical application protocol for GMAT students that offer a very high degree of accuracy and speed. He has had 6 papers published so far in varies areas of marketing and branding. Recently, a joint contribution by him has been presented in the prestigious annual conference, 2016 in the Academy of Marketing Science at Orlando, USA.
