Published Paper Details:

The systematic literature review discusses how digital media and AI & Algorithms have interchangeably co-evolved, significantly transforming to the modern-day election campaigns. Three main questions guide the review: How have digital media and AI& Algorithms-driven strategies transformed traditional political campaign models over time? What are the key technological and social drivers influencing modern political campaign strategies? How do academic frameworks and methodologies analyse the impact of AI and digital media on political campaigns? PRISMA, which stands for Preferred Reporting Items for Systematic Reviews and Meta- Analyses, is a standardized literature review method employed to retrieve 26 publications reporting 65 studies in total from Elsevier's Mendeley--all Open-Access research articles--on Political Campaign Strategies from the years 2023 and 2024. A systematic literature review was conducted in accordance with the PRISMA guidelines, along with Thematic Analysis, which was employed to identify key recurring themes, focusing on the involvement of digital platforms and AI & Algorithm-driven campaign strategies in modern electoral politics. The review highlights a growing interest in Electoral Campaign Strategies between 2023 and 2024. An examination of various studies indicates a significant rise in digital campaign strategies for voter engagement, as platforms such as Twitter, Facebook, and YouTube serving as central tools in digital political campaign. Furthermore, AI & Algorithm-driven campaigns raise concerns over the spread of misinformation and emotional manipulation to shape political discourse. Games as new campaign spaces strongly push modern political campaign strategies ensuring its persistence in the digital domain. The study highlights the need to assess the longterm impact of algorithm-driven election campaigns and the role of digital political marketing beyond social media. It also provides researchers with opportunities for future exploration, particularly in developing strong regulatory frameworks to ensure ethical digital campaigning 2 and integrate democratic norms in the digital era. The study explores limited number of publications on campaign strategies in non-Western democracies, presenting opportunities for future research.