VOTERS’ ATTITUDE AND PERCEPTION TOWARDS INSTAGRAM MARKETING: A STUDY ON DELHI MUNICIPAL ELECTIONS 2022

Abstract

The rise of social media has revolutionized the way political campaigns are conducted and how voters are reached. This study investigated the role of social media in political marketing and its impact on voters. The study found that social media plays a significant role in political marketing, with the majority of respondents using it for political purposes and political ads having a significant impact on voters' opinions. However, the study also found that respondents have low levels of trust in political information found on social media. Overall, the results of this study highlight the importance of media literacy and the need to address the challenges and limitations of using social media for political marketing. The findings provide valuable insights into the role of social media in political marketing and its impact on voters and can inform future research in this field.