INFLUENCE OF POLITICAL MARKETING THROUGH SOCIAL MEDIA ON VOTERS

Abstract

Political Marketing is evolving. Campaigns now rely heavily on political marketing on social networking sites such as Facebook, Twitter, YouTube, etc. for success in elections. Traditional Media has its own advantages and reach but with increasing popularity of Social Media it is important to consider both the Media for winning the elections. The purpose of this study is to understand the influence of Political Marketing through Social Media on voters. Since Lok Sabha Elections 2014 are ongoing therefore this could be considered as the best time for conducting this research. For this study a sample size of 200 respondents was considered. An online questionnaire was prepared and circulated among the respondents. The respondents were identified through simple random sampling. The collected data was analysed and it was clear that the political marketing through social media has a positive influence on voters.