Navigating the digital political landscape: How social media marketing shapes voter perceptions and political brand equity in the 21st Century

Haider, Raiyan (2025) Navigating the digital political landscape: How social media marketing shapes voter perceptions and political brand equity in the 21st Century. International Journal of Science and Research Archive, 15 (1). pp. 1736-1744. ISSN 2582-8185

Social media platforms have revolutionized political marketing, and our research delves into how these digital strategies shape voter perceptions and political brand value. We've taken a deep look at this phenomenon through multiple lenses - political science, sociology, psychology, and marketing - to create a rich understanding of how digital campaigns influence voters. Our analysis reveals the intricate connections between online marketing tactics and political brand recognition, while examining how different demographic groups interact with political content in digital spaces. We've studied several successful digital political campaigns to understand what works and what doesn't, taking into account both the possibilities and limitations of these approaches. We also tackle the complex ethical questions that arise when marketing meets politics in the digital realm. For political teams, campaign managers, and scholars, our work offers both theoretical insights and practical applications, while opening new paths for future exploration in this dynamic field.