Political Parties Leverage Social Media in Indian Elections: Impact on Voter Psychology and Campaign Strategies

The Indian political landscape is experiencing a significant shift as messaging platforms like WhatsApp and social media influencers take center stage in campaign strategies. With the 2024 Lok Sabha elections on the horizon, parties are leveraging these mediums to connect with voters and shape their perceptions. The use of personalized messages, interactive websites, and direct engagement on platforms like WhatsApp is becoming the norm, allowing parties to highlight achievements and seek feedback directly. Social media influencers are also playing a crucial role in reaching a younger audience, with political leaders making appearances on popular YouTube channels to connect with voters in a new way. As the digital-first approach gains momentum, the impact of social media campaigning on election results is a topic of discussion among analysts. While some believe in its potential to sway voters, others emphasize the enduring influence of traditional factors like loyalty and party image. Amidst these developments, the need for regulations to govern social media campaigning is being underscored, emphasizing the importance of transparency and accountability in the political sphere.