Political Marketing in the Digital Era in Pakistan: Analysing the Strategies of Mainstream Political Parties

Abstract

In the contemporary era, the rapid advancement of digital technologies has transformed the landscape of political marketing globally. This qualitative research paper focuses on exploring the strategies employed by mainstream political parties in Pakistan to navigate the digital era and effectively engage with voters. Through an extensive review of relevant literature and a qualitative analysis of primary data, this study aims to gain insights into the multifaceted dimensions of political marketing in the digital sphere within the specific context of Pakistan. The research adopts a qualitative research design, utilizing interviews, content analysis, and digital campaign observation to examine the strategies employed by mainstream political parties. The data collection process involves in-depth interviews with key informants, including party leaders, campaign managers, digital strategists, and social media managers from various mainstream political parties in Pakistan.

Furthermore, the comprehensive content analysis examines mainstream political parties' digital presence and activities, encompassing their official websites, social media platforms, and other online communication channels. Thematic analysis is also conducted to gain insights into the strategies and tactics employed during election periods or significant political events. The findings of this research contribute to the existing body of knowledge on political marketing in the digital age, specifically within the Pakistani context, and offer practical insights for political practitioners, academics, and policymakers navigating the dynamic landscape of digital campaigning