Chapter 5: Community Engagement, Digital Media, and Political Marketing

This chapter explores the connection between digital media, community engagement, and political marketing by carefully examining recent studies. The study aggregates the findings of 38 journal articles published between 2011 and 2025 to investigate significant themes such as platform architectures, polarization, youth engagement, and Political Social Media Marketing (PSMM). The findings indicate that the literature lacks a theoretical basis, is fragmented, and is primarily focused on the United States and the United Kingdom. It highlights how social media can worsen affective polarization while simultaneously boosting political participation. The study highlights the importance of gender-specific strategies, platform-specific content, and the ethical quandaries presented by algorithmic bias and microtargeting. A Python-based sentiment analysis tool is presented to illustrate real-time media bias assessment and link theoretical knowledge with practical applications.