Published Paper Details:

The role of social media in shaping voter behaviour has grown significantly in the past decade, especially in countries with high internet penetration and a growing digital population. India, the world's largest democracy, witnessed a paradigm shift in political campaigning and voter engagement during the 2014 and 2019 general elections. Social media platforms such as Facebook, Twitter, WhatsApp, and YouTube played a crucial role in shaping public discourse, mobilizing voters, and influencing electoral outcomes. This study examines the impact of social media on Indian elections, focusing on how political parties utilized digital platforms to communicate their messages, connect with the electorate, and sway voter preferences. The 2014 Indian general election marked a turning point in digital political campaigns. It was the first election where social media was extensively used for political mobilization, with the Bhartiya Janata Party (BJP) and its prime ministerial candidate, Narendra Modi, leveraging social media to reach millions of voters. Modi's campaign extensively used Twitter, Facebook, and YouTube to engage with the youth, urban voters, and first-time voters. Digital platforms facilitated direct interaction between political leaders and citizens, bypassing traditional media and allowing personalized political messaging. The 2014 elections demonstrated how a wellcoordinated social media strategy could shape voter perception, amplify political narratives, and generate mass support, ultimately contributing to the BJP's landslide victory. The 2019 general elections saw an even more sophisticated use of social media, with political parties employing data-driven strategies, artificial intelligence, and targeted digital advertising to reach specific voter demographics. The BJP further expanded its digital outreach, using WhatsApp groups to disseminate campaign messages at the grassroots level. The Congress party and regional political parties also attempted to leverage social media but struggled to match the BJP's extensive digital network. The 2019 elections highlighted the growing role of misinformation and fake news in shaping voter behaviour. The spread of manipulated content, propaganda videos, and viral misinformation through WhatsApp and Facebook became a significant concern, raising ethical questions about the role of social media in democratic processes. This study explores how social media platforms influenced voter engagement, political polarization, and public opinion formation in both elections. Through qualitative and quantitative analysis, it examines key digital campaign strategies, the role of influencers and political advertisements, and the psychological impact of targeted messaging. Additionally, the research investigates the role of social media in increasing voter turnout, particularly among young and first-time voters who consume most of their information online. Furthermore, this study discusses the challenges associated with social media-driven elections, such as the spread of misinformation, the ethical implications of micro-targeting voters, and the potential for digital manipulation of electoral processes. While social media has democratized political participation by giving a voice to ordinary citizens, it has also raised concerns about privacy, data misuse, and the authenticity of political discourse. The increasing reliance on social media as a political tool necessitates regulatory frameworks to prevent the misuse of digital platforms and ensure free and fair elections. By comparing the role of social media in India's 2014 and 2019 elections, this research highlights how digital platforms have transformed modern electoral strategies. The study underscores the need for a balanced approach to digital campaigning, where social media can be harnessed for positive voter engagement while mitigating its negative consequences. As India moves toward future elections, understanding the evolving role of social media in shaping voter behaviour will be crucial in preserving the integrity of the democratic process. This research contributes to the broader discourse on political communication and digital democracy by providing insights into the Indian electoral landscape. It also offers lessons for other democracies worldwide, where social media continues to be a dominant force in electoral politics. The findings of this study will be valuable for policymakers, political strategists, and scholars analysing the intersection of social media and electoral behaviour in the digital age.