Published Paper Details:

This research explores the transformative role of social media in modern political campaigns, focusing on how platforms like Facebook, Twitter, and Instagram have redefined political communication. Social media has provided politicians with direct channels to engage voters, allowing for targeted messaging and real-time interactions. The study examines the impact of these platforms on voter behaviour, particularly through micro-targeting and the spread of political content. It also addresses the challenges posed by social media, including the rise of misinformation, echo chambers, and political polarization, which can undermine democratic processes. By analysing case studies from recent elections and reviewing existing literature, the paper highlights both the opportunities and risks that social media presents to political campaigns. Finally, the research underscores the need for regulatory reforms to ensure that social media continues to enhance democratic participation while minimizing its potential harms, particularly with regard to election integrity and public trust.