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International Journal of Innovations & Research Analysis (IJIRA) [ Vol. 6 | No. 1(II) | January - March, 2026 ]

Impact of Social Media on Electoral Behaviour in Local Elections

Dr. Parmeshwari Bagra

The grassroots political communication system and electoral procedures experienced complete transformation through the quick development of digital communication technologies. The research study investigates how social media platforms impact voting behavior during local elections by assessing their effects on voter comprehension and election involvement and choice determination. Political candidates and parties use Facebook and Twitter and WhatsApp as effective tools for reaching voters through direct contact while distributing their campaign content and recruiting supporters in a cost-efficient manner. The research findings demonstrate that social media platforms function as essential channels which distribute political information and provide voters with access to election materials. It enables young voters to obtain information about political issues which they can use to share their viewpoints and take part in political conversations. The platforms enable users to engage in real-time dialogue which helps build democratic connections and promotes greater electoral participation in community elections. Social media sites now function as important political platforms which both help people and create new issues for society. Voters can become confused because misinformation spreads through fake news and politically biased content. The practice of targeted political advertising with data analytics raises privacy concerns together with manipulation issues and ethical governance matters. The electoral process faces potential threats to both its fairness and transparent operations through these factors. The study results show that social media platforms improve political awareness and voter engagement but they need to be both used responsibly and regulated effectively. The study shows that social media platforms need to be used in a responsible way which requires monitoring to safeguard human rights. The study shows that social media platforms create an essential need for people to use their platforms in responsible ways which require monitoring to protect their rights. The study shows that social media platforms create an essential need for people to use their platforms in responsible ways which require monitoring to protect their rights. The paper shows that a balanced approach between technological development and ethical standards together with policy solutions will help social media platforms create beneficial effects for democratic systems which operate during local elections.

Bagra, P. (2026). Impact of Social Media on Electoral Behaviour in Local Elections. International Journal of Innovations & Research Analysis, 06(01(II)), 81–86. https://doi.org/10.62823/IJIRA/06.1(II).8783
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DOI:

Article DOI: 10.62823/IJIRA/06.1(II).8783

DOI URL: https://doi.org/10.62823/IJIRA/06.1(II).8783


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