Name: Deepali Solankey & Ashwani Kumar
Country: India

Year: 2026
Volume: Volume-16, Issue-1, (January-June)
Page Number: 373-387
DOI: https://doi.org/10.5281/zenodo.20325325

ABSTRACT
The research investigates how social media platforms function as tools that shape political communication and voter behavior during the Lok Sabha Elections of 2024. The increasing use of digital technologies and the higher internet access rates in India have established Facebook Twitter Instagram YouTube and WhatsApp as essential platforms for political campaigns and public discussions. The research uses a quantitative approach which includes a survey of 200 participants to examine the effects of social media on political awareness and engagement and their voting behavior. The research results demonstrate that social media platforms create intense voter perception changes through their ability to deliver specialized content and enable instant communication and share information, while they also show the problems that come with false information and social division. The research helps scientists understand digital democracy better while providing information that will assist p