SOCIAL MEDIA MARKETING AND ITS INFLUENCE ON VOTER BEHAVIOUR

Social media marketing has significantly transformed political communication in India by changing the way political parties, leaders, and voters interact with one another. With the rapid growth of internet penetration and smartphone usage, platforms such as Facebook, WhatsApp, Instagram, YouTube, and Twitter (X) have become powerful tools for political campaigning. This study examines how social media platforms influence voter behaviour, political opinions, and electoral participation in India. Special emphasis is placed on the 2014 and 2019 Lok Sabha elections, where digital campaigning played a decisive role in shaping political narratives and voter perceptions. The study analyses campaign strategies such as targeted advertising, influencer engagement, emotional messaging, and data-driven communication. It also explores the psychological impact of repeated political exposure, the spread of misinformation, ethical concerns, and the future scope of political marketing in strengthening or challenging democratic processes.