{"id":"https://openalex.org/W7212373578","doi":"https://doi.org/10.5281/zenodo.22723429","title":"Political Marketing in Rajasthan: Strategies, Implications, and Democratic Outcomes","display_name":"Political Marketing in Rajasthan: Strategies, Implications, and Democratic Outcomes","publication_year":2026,"publication_date":"2026-09-12","ids":{"openalex":"https://openalex.org/W7212373578","doi":"https://doi.org/10.5281/zenodo.22723429"},"language":"en","primary_location":{"id":"doi:10.5281/zenodo.22723429","doi":"https://doi.org/10.5281/zenodo.22723429","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22723429","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"JournalArticle"},"volume":null,"type":"article","indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.5281/zenodo.22723429","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5151513375","display_name":"Kumari Mithlesh","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Mithlesh, Kumari","raw_affiliation_strings":["Assistant professor, Govt girls college dholpur"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Assistant professor, Govt girls college dholpur","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5151513375"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.7711525,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10108","display_name":"Electoral Systems and Political Participation","score":0.9721999764442444,"subfield":{"id":"https://openalex.org/subfields/3320","display_name":"Political Science and International Relations"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10108","display_name":"Electoral Systems and Political Participation","score":0.9721999764442444,"subfield":{"id":"https://openalex.org/subfields/3320","display_name":"Political Science and International Relations"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10557","display_name":"Social Media and Politics","score":0.015599999576807022,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13476","display_name":"Indonesian Election Politics and Participation","score":0.0024999999441206455,"subfield":{"id":"https://openalex.org/subfields/3320","display_name":"Political Science and International Relations"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/political-marketing","display_name":"political marketing","score":0.9980000257492065},{"id":"https://openalex.org/keywords/rajasthan","display_name":"Rajasthan","score":0.8289999961853027},{"id":"https://openalex.org/keywords/political-campaigns","display_name":"political campaigns","score":0.7419999837875366},{"id":"https://openalex.org/keywords/voting-behavior","display_name":"voting behavior","score":0.8429999947547913},{"id":"https://openalex.org/keywords/voter-mobilization","display_name":"voter mobilization","score":0.7419999837875366},{"id":"https://openalex.org/keywords/online-campaigns","display_name":"digital campaigning","score":0.7009999752044678},{"id":"https://openalex.org/keywords/social-media-and-politics","display_name":"social media and politics","score":0.7990000247955322},{"id":"https://openalex.org/keywords/influencer-marketing","display_name":"influencer marketing","score":0.8980000019073486},{"id":"https://openalex.org/keywords/caste-politics","display_name":"caste politics","score":0.4309999942779541},{"id":"https://openalex.org/keywords/bharatiya-janata-party","display_name":"Bharatiya Janata Party","score":0.8740000128746033},{"id":"https://openalex.org/keywords/indian-national-congress","display_name":"Indian National Congress","score":0.9990000128746033},{"id":"https://openalex.org/keywords/democratic-participation","display_name":"democratic participation","score":0.7770000100135803},{"id":"https://openalex.org/keywords/electoral-ethics","display_name":"electoral ethics","score":0.4519999921321869},{"id":"https://openalex.org/keywords/political-communication","display_name":"political communication","score":0.48899999260902405},{"id":"https://openalex.org/keywords/party-image","display_name":"party image","score":0.4699999988079071},{"id":"https://openalex.org/keywords/urban-rural-divide","display_name":"urban-rural divide","score":0.6539999842643738},{"id":"https://openalex.org/keywords/election-results","display_name":"election results","score":0.4050000011920929}],"concepts":[{"id":"https://openalex.org/C90508534","wikidata":"https://www.wikidata.org/wiki/Q1660049","display_name":"Political communication","level":3,"score":0.7024999856948853},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.6863999962806702},{"id":"https://openalex.org/C555826173","wikidata":"https://www.wikidata.org/wiki/Q7174","display_name":"Democracy","level":3,"score":0.5410000085830688},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.5292999744415283},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.49939998984336853},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.45100000500679016},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.4449999928474426},{"id":"https://openalex.org/C39389867","wikidata":"https://www.wikidata.org/wiki/Q380767","display_name":"Corporate governance","level":2,"score":0.41920000314712524},{"id":"https://openalex.org/C177324205","wikidata":"https://www.wikidata.org/wiki/Q2540376","display_name":"Voting behavior","level":4,"score":0.4074999988079071},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.3935000002384186},{"id":"https://openalex.org/C81307892","wikidata":"https://www.wikidata.org/wiki/Q303132","display_name":"Political culture","level":3,"score":0.3747999966144562},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.3741999864578247},{"id":"https://openalex.org/C48103436","wikidata":"https://www.wikidata.org/wiki/Q599031","display_name":"State (computer science)","level":2,"score":0.37119999527931213},{"id":"https://openalex.org/C2780526558","wikidata":"https://www.wikidata.org/wiki/Q1345314","display_name":"Good governance","level":3,"score":0.36410000920295715},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3626999855041504},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.3553999960422516},{"id":"https://openalex.org/C2993972936","wikidata":"https://www.wikidata.org/wiki/Q7174","display_name":"Democratic governance","level":4,"score":0.3546000123023987},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3513000011444092},{"id":"https://openalex.org/C138921699","wikidata":"https://www.wikidata.org/wiki/Q47555","display_name":"Political economy","level":1,"score":0.3506999909877777},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.34279999136924744},{"id":"https://openalex.org/C44628447","wikidata":"https://www.wikidata.org/wiki/Q1017542","display_name":"Business-to-government","level":4,"score":0.3398999869823456},{"id":"https://openalex.org/C33676613","wikidata":"https://www.wikidata.org/wiki/Q13415176","display_name":"Dimension (graph theory)","level":2,"score":0.32510000467300415},{"id":"https://openalex.org/C36201420","wikidata":"https://www.wikidata.org/wiki/Q1773577","display_name":"Political management","level":4,"score":0.31439998745918274},{"id":"https://openalex.org/C2781246837","wikidata":"https://www.wikidata.org/wiki/Q5255883","display_name":"Democratic ideals","level":4,"score":0.2971999943256378},{"id":"https://openalex.org/C132829578","wikidata":"https://www.wikidata.org/wiki/Q581151","display_name":"Situated","level":2,"score":0.27959999442100525},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.27619999647140503},{"id":"https://openalex.org/C558299567","wikidata":"https://www.wikidata.org/wiki/Q11033","display_name":"Mass media","level":2,"score":0.2671000063419342},{"id":"https://openalex.org/C536812576","wikidata":"https://www.wikidata.org/wiki/Q17157275","display_name":"Public Sector Marketing","level":5,"score":0.2653000056743622},{"id":"https://openalex.org/C2780762989","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital strategy","level":4,"score":0.2515999972820282}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.5281/zenodo.22723429","doi":"https://doi.org/10.5281/zenodo.22723429","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22723429","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":null,"raw_source_name":null,"raw_type":"JournalArticle"},{"id":"doi:10.5281/zenodo.22723430","doi":"https://doi.org/10.5281/zenodo.22723430","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22723430","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":null,"raw_source_name":null,"raw_type":"JournalArticle"}],"best_oa_location":{"id":"doi:10.5281/zenodo.22723429","doi":"https://doi.org/10.5281/zenodo.22723429","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.22723429","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"JournalArticle"},"sustainable_development_goals":[{"display_name":"Peace, justice, and strong institutions","score":0.5473999977111816,"id":"https://metadata.un.org/sdg/16"}],"sustainable_development_goals_aurora":[{"display_name":"Quality education","score":0.8279726505279541,"id":"https://metadata.un.org/sdg/4"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":[],"abstract_inverted_index":{"Political":[0,14],"Marketing":[1],"in":[2,81,202,281,300,316],"Rajasthan:":[3],"Strategies,":[4],"Implications,":[5],"and":[6,32,42,57,91,112,128,144,168,196,211,220,240,248,278,296,331,334,348],"Democratic":[7],"Outcomes":[8],"Mithlesh":[9],"Kumari":[10],"*":[11],"Introduction":[12],":":[13],"marketing":[15,38,46,67,100,213,242,273,290,314,376],"has":[16,68,101,158],"emerged":[17],"as":[18,124,354],"a":[19,136,148,175,186,355],"critical":[20],"dimension":[21],"of":[22,29,44,189,234,262,298,312,357,368],"contemporary":[23],"democratic":[24,279,343,380],"practice,":[25],"bridging":[26],"the":[27,40,79,104,163,169,203,225,231,268,284,301,310,342],"realms":[28],"politics,":[30],"communication,":[31],"consumer":[33],"behavior.":[34],"Defined":[35],"broadly,":[36],"political":[37,48,66,83,99,154,178,200,272,289,313,360,375],"applies":[39],"principles":[41],"techniques":[43],"commercial":[45],"to":[47,51,120,215,243,266,270,308,320,324,336,365,378],"campaigns,":[49,236],"aiming":[50],"influence":[52,245,275],"voter":[53,246,293,329],"perceptions,":[54],"mobilize":[55,221],"support,":[56],"enhance":[58],"electoral":[59,181,276,332],"outcomes":[60,277],"(Newman,":[61],"1999;":[62],"Lees-Marshment,":[63],"2020).":[64],"Globally,":[65],"evolved":[69],"alongside":[70],"mass":[71],"media":[72,126,238],"and,":[73],"more":[74],"recently,":[75],"digital":[76,212,321],"technology,":[77],"transforming":[78],"ways":[80],"which":[82,271],"actors":[84],"communicate":[85],"with":[86,373],"citizens,":[87],"present":[88],"their":[89,326,338],"policies,":[90],"manage":[92,249],"party":[93,250],"image":[94,251],"(Scammell,":[95],"2014).":[96],"In":[97],"India,":[98],"historically":[102],"reflected":[103],"nation\u2019s":[105],"social":[106,125,237],"complexity,":[107],"integrating":[108],"caste,":[109],"religion,":[110],"regionalism,":[111],"language":[113],"into":[114],"campaign":[115],"strategies,":[116],"while":[117],"also":[118],"adapting":[119],"technological":[121],"innovations":[122],"such":[123],"platforms":[127],"mobile":[129],"communication":[130],"(Jaffrelot":[131],"&":[132],"Verniers,":[133],"2019).":[134],"Rajasthan,":[135],"state":[137,157,204],"marked":[138],"by":[139,185],"its":[140],"vast":[141],"geographical":[142],"expanse":[143],"diverse":[145],"population,":[146],"provides":[147],"compelling":[149],"case":[150],"study":[151,285,363],"for":[152,341],"examining":[153],"marketing.":[155],"The":[156,258,303],"alternated":[159],"governance":[160],"primarily":[161],"between":[162],"Bharatiya":[164],"Janata":[165],"Party":[166],"(BJP)":[167],"Indian":[170,359],"National":[171],"Congress":[172],"(INC),":[173],"creating":[174],"highly":[176],"competitive":[177],"landscape.":[179],"Rajasthan\u2019s":[180],"behavior":[182],"is":[183,265],"influenced":[184],"complex":[187],"interplay":[188],"caste":[190],"affiliations,":[191],"urban-rural":[192],"divides,":[193],"literacy":[194],"rates,":[195],"socio-economic":[197],"inequalities.":[198],"Consequently,":[199],"parties":[201],"have":[205],"increasingly":[206],"relied":[207],"on":[208,328],"both":[209],"traditional":[210,319],"strategies":[214,274,315,371],"engage":[216],"voters,":[217],"tailor":[218],"messages,":[219],"support.":[222],"For":[223],"instance,":[224],"2023":[226],"Rajasthan":[227,317,353],"Assembly":[228],"elections":[229],"highlighted":[230],"sophisticated":[232],"use":[233],"WhatsApp":[235],"outreach,":[239],"influencer":[241],"directly":[244],"decision-making":[247],"(BBC":[252],"News,":[253],"2023;":[254],"Pulitzer":[255],"Center,":[256],"2024).":[257],"central":[259],"research":[260],"problem":[261],"this":[263,362],"paper":[264],"investigate":[267],"extent":[269],"engagement":[280,330],"Rajasthan.":[282],"Specifically,":[283],"asks:":[286],"How":[287],"do":[288],"practices":[291,377],"shape":[292,379],"behavior,":[294],"participation,":[295],"perceptions":[297],"democracy":[299],"state?":[302],"objectives":[304],"are":[305],"threefold:":[306],"(1)":[307],"trace":[309],"evolution":[311],"from":[318],"methods,":[322],"(2)":[323],"analyze":[325],"impact":[327],"outcomes,":[333],"(3)":[335],"evaluate":[337],"broader":[339,358],"implications":[340],"process,":[344],"including":[345],"ethical,":[346],"social,":[347],"regulatory":[349],"concerns.":[350],"By":[351],"situating":[352],"microcosm":[356],"trends,":[361],"contributes":[364],"an":[366],"understanding":[367],"how":[369],"localized":[370],"interact":[372],"national":[374],"governance.":[381],"*Assistant":[382],"professor,":[383],"Govt":[384],"girls":[385],"college":[386],"dholpur":[387]},"counts_by_year":[],"updated_date":"2026-10-07T09:51:55.459714","created_date":"2026-09-13T00:00:00"}
