Pawan Kumar is a Professor in the Department of Marketing at Mittal School of Business, Lovely Professional University, India.Rajesh Verma is a Professor of Strategy and Marketing at the Mittal School of Business, Lovely Professional University, India.Arpit Tiwari is an Assistant Professor at the Mittal School of Business, Lovely Professional University, India.Sumesh Dadwal is a Lecturer at London South Bank University, UK.

• Section I. Foundations of Digital Political Communication Chapter 1. Polarization, Participation, and Perception: Investigating Social Media’s Role in Modern Politics; Animesh Kumar Sharma, Rahul Sharma, and Rohit Duggal Chapter 2. Political Empowerment via Social Media? Following Political Influencers, Internal Political Efficacy, and Participation among Youth; Bommakanti Sai Manogna, Gaddam Rahul Paul, Shaik Mahaboob Syed, Ankitha Sharma, G N P V Babu, and Arun Kumar Chapter 3. Does Political Marketing Require Customer Value? Conceptualization, Dimensions, and Research Agenda; Pinnika Syam Yadav, P. B. Narendra Kiran, Arpit Tiwari, Abhishek Sharma, Rajesh Vemuala, and Raghu Yadaganti Section II. Strategy, Branding, and Consumer Perspective Chapter 4. Strategic Design and Execution of Omnichannel Political Marketing: Enhancing Voter Engagement in the Digital Democratic Era; Diksha Verma, Pooja Kansra, Pawan Kumar, Kirti Rani, and Ergunova Olga Titovna Chapter 5. Community Engagement, Digital Media and Political Marketing; P James Daniel Paul, Pawan Kumar, and Rajesh Verma Section III. Emotional and Psychological Dynamics Chapter 6. Happtitude in Action: Emotional Engagement and the Digital Transformation of Political Communication; Sohail Verma, Pretty Bhalla, Sayeed Zafar, Bharti Kamboj, and Simran Monga Chapter 7. Echoes of Persuasion: Political Slogans, Digital Media, and Youth Voting Behaviour in India; Jyoti Malik, Deepak Bisht, and Ewelina Idziak Section IV. Technology and Campaign Innovation Chapter 8. Digital Democracies: Navigating Technology in Political Campaigns; Pravin Kumar and Priti Rachayeeta Chapter 9. From Rallies to Reels: The Digital Transformation of Indian Political Campaigning; Shamily Jaggi, Ajay Kumar, and Arvind Kumar Section V. Analytical and Integrative Approaches Chapter 10. Influence of Digital Reputation on Voting Behaviour in the Contemporary Political Landscape: A Bibliometric Analysis; Geethika Ravindran, Divya Mahajan, and Amanjot Singh Syan Chapter 11. Digital-Physical Integration in Political Marketing: Bridging the Online and Offline Worlds; Jyoti Sharma and Shabnam Gulati

Pawan Kumar is a Professor in the Department of Marketing at Mittal School of Business, Lovely Professional University, India.Rajesh Verma is a Professor of Strategy and Marketing at the Mittal School of Business, Lovely Professional University, India.Arpit Tiwari is an Assistant Professor at the Mittal School of Business, Lovely Professional University, India.Sumesh Dadwal is a Lecturer at London South Bank University, UK.

• Section I. Foundations of Digital Political Communication Chapter 1. Polarization, Participation, and Perception: Investigating Social Media’s Role in Modern Politics; Animesh Kumar Sharma, Rahul Sharma, and Rohit Duggal Chapter 2. Political Empowerment via Social Media? Following Political Influencers, Internal Political Efficacy, and Participation among Youth; Bommakanti Sai Manogna, Gaddam Rahul Paul, Shaik Mahaboob Syed, Ankitha Sharma, G N P V Babu, and Arun Kumar Chapter 3. Does Political Marketing Require Customer Value? Conceptualization, Dimensions, and Research Agenda; Pinnika Syam Yadav, P. B. Narendra Kiran, Arpit Tiwari, Abhishek Sharma, Rajesh Vemuala, and Raghu Yadaganti Section II. Strategy, Branding, and Consumer Perspective Chapter 4. Strategic Design and Execution of Omnichannel Political Marketing: Enhancing Voter Engagement in the Digital Democratic Era; Diksha Verma, Pooja Kansra, Pawan Kumar, Kirti Rani, and Ergunova Olga Titovna Chapter 5. Community Engagement, Digital Media and Political Marketing; P James Daniel Paul, Pawan Kumar, and Rajesh Verma Section III. Emotional and Psychological Dynamics Chapter 6. Happtitude in Action: Emotional Engagement and the Digital Transformation of Political Communication; Sohail Verma, Pretty Bhalla, Sayeed Zafar, Bharti Kamboj, and Simran Monga Chapter 7. Echoes of Persuasion: Political Slogans, Digital Media, and Youth Voting Behaviour in India; Jyoti Malik, Deepak Bisht, and Ewelina Idziak Section IV. Technology and Campaign Innovation Chapter 8. Digital Democracies: Navigating Technology in Political Campaigns; Pravin Kumar and Priti Rachayeeta Chapter 9. From Rallies to Reels: The Digital Transformation of Indian Political Campaigning; Shamily Jaggi, Ajay Kumar, and Arvind Kumar Section V. Analytical and Integrative Approaches Chapter 10. Influence of Digital Reputation on Voting Behaviour in the Contemporary Political Landscape: A Bibliometric Analysis; Geethika Ravindran, Divya Mahajan, and Amanjot Singh Syan Chapter 11. Digital-Physical Integration in Political Marketing: Bridging the Online and Offline Worlds; Jyoti Sharma and Shabnam Gulati