Keywords : Political Campaign
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 7, Pages 6278-6282
Democracy is considered to be the best form of government all over the world. And elections are the pivotal base of democracy. In the representative democracy every political party try its level best to influence the voters in its favour. So enough amounts of efforts, money, and time are devoted for political campaigning in the elections. So various types of tools and techniques such as door to door interaction, rallies, posters, flyers, TV and radio interviews etc. are used to influence the voters. But with the advancement of technology, internet and social networking sites have overcome these traditional methods of political campaigning. The use of social media in the political campaigning brought a revolutionary change in the electoral system. Over the last decade lots of work has done on the role of social media in political campaigning. Role of social media is very much clear in the developed countries but in developing countries like India where majority of people live in villages with the problems like illiteracy, unawareness about technologies and lack of internet sources, situation is some bit different. So to find the effect of social media on the victory of particular political party in Punjab region of India a survey is conducted on people ( N=50) that includes rural and urban, male and female, young and senior citizen. All the respondents are selected with selected random sampling technique. For the collection of data online Google form is used. This study explore that how social media engagement affect political participation that directly or indirectly affect political efficacy. So there is strong correlation can be seen between social media engagement and political participation as social media tool provide a bidirectional platform for communication.