Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi

  title={Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi},
  author={Varsha Jain and Ganesh B. E.},
  journal={Journal of Political Marketing},
  pages={15 - 33}
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… 

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