Role of Social Media Campaign: New Era of Election War and their Impacts in India

Political campaigning has been transformed by the rise of social media platforms, especially in the context of Indian elections. This study investigates how social media campaigns affect the dynamics of elections and their wider effects on the democratic process in India. This study investigates how political parties and candidates use social media to interact with voters, spread campaign messages, and rally support via a thorough examination of current electoral patterns and case studies. Additionally, it explores how social media affects voter behaviour, the sharing of information, and political debate, taking into account both the advantages and disadvantages of this new paradigm. The study also looks into how internet groups and influencers affect public opinion and election results. Additionally, it discusses how social media campaigns affect election integrity, transparency,accountability and election monitoring. Social media makes it easier for political parties and candidates to quickly and efficiently contact a large number of people. Politicians differ from traditional media in that they may use social media to actively communicate with prospective voters. Voters are more engaged in a campaign when political parties and candidates use social media to communicate their objectives, successes, and points of view with the general public. Based on the uses and gratification theory, the current study examines the development and application of social media as a platform for political campaigning during election season.