Impact of Social Media Campaigns on Electoral Behaviour in Karnataka

Abstract

The rapid expansion of digital communication has significantly transformed electoral politics in India. In Karnataka, social media platforms such as Facebook, WhatsApp, Instagram, and X (Twitter) have emerged as powerful tools for political mobilization, opinion formation, and voter engagement. This paper examines the impact of social media campaigns on electoral behaviour in Karnataka, particularly in recent Assembly and Parliamentary elections. It analyzes how political parties utilize digital strategies, targeted messaging, and digital activism to influence voter perception, youth participation, and electoral outcomes. The study adopts a qualitative methodology supported by secondary data sources. The findings indicate that social media campaigns have reshaped campaign strategies, enhanced political awareness, but also contributed to misinformation and polarization. The findings reveal that social media has become a powerful tool for agenda-setting, political branding, and voter persuasion in Karnataka elections. However, issues of fake news, polarization, and digital divide remain critical challenges. The study concludes with policy recommendations and strategic solutions for strengthening democratic accountability in the digital age.