Jain, Varsha2025-10-292025-10-292025Sharma, P., & Jain, V. (2025). Role of content and narrative in Indian political leader'spolitical communication: A narrative paradigm theory approach. In P. Baines., P., Harris.,D. Hejlova., & C. Panagopoulos (Eds.), The Sage handbook of Political Marketing (pp.300-314). Sage Publications.https://ir.mica.ac.in//handle/123456789/10358enRole of content and narrative in Indian political leader'spolitical communication: A narrative paradigm theory approachBook chapter