Electoral Innovations In Political Marketing: The Rise Of Extremist Parties In The New Geopolitical Context

This study seeks to examine the significant impact that key determinants exert on contemporary voting behavior, with particular emphasis on the perceived performance of governmental institutions, the alignment of party ideologies and political platforms with current societal needs, and the strategic use of charismatic leadership. Empirical evidence from regions such as South America and Western Europe illustrates how political parties have successfully mobilized support by articulating personalized narratives and responding to specific ideological demands. These developments highlight the importance of innovation in political marketing strategies, especially in the context of increasing voter volatility and political polarization. The personalization of politics, together with the adaptive communication of policy agendas, has become a central feature of electoral competition in both emerging and consolidated democracies.