Reconceptualising Political Voting Behaviour In A Geopolitically Fragmented World: A Sequential Legitimacy Reinforcement Framework

Abstract

In the contemporary global landscape marked by geopolitical instability and increasing polarisation, political marketing has undergone a significant transformation. Intensified global trade disruptions, energy market volatility, and the rise of economic nationalism have reshaped the broader socioeconomic environment within which electoral processes operate. Media-driven conflict narratives and heightened economic sovereignty concerns have amplified voter sensitivity toward issues such as national identity, governance credibility, and economic security. In such an interconnected environment, political communication is no longer confined to domestic campaign strategies but is increasingly influenced by external geopolitical shocks. These transformations necessitate a deeper understanding of how global dynamics interact with political marketing mechanisms to influence Political Voting Behaviour (PVB) and legitimacy formation.......