This study examines the role of relational political marketing in shaping electoral success within Malaysia’s competitive political landscape. Using a qualitative research approach grounded in the Straussian school of grounded theory, the study explores how political parties develop voter relationships and adapt marketing strategies to evolving political dynamics. A constructivist epistemology is adopted, employing semi-structured in-depth interviews with practitioners, scholars, and journalists to analyse key themes in political marketing. Findings suggest that voter behaviour is increasingly influenced by value-driven messaging, multi-platform engagement, and shifting political alliances, emphasizing the growing significance of relational political marketing in electoral success. The study contributes to the understanding of political branding, campaign strategies, and voter mobilization in Malaysia’s evolving democracy.
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