Abstract
The increasing influence of digital media has significantly transformed political campaigning in India. Political parties increasingly use social media platforms, online advertising, and digital communication strategies to connect with voters, disseminate political messages, and shape public opinion. The 2018 Karnataka Assembly Elections marked a significant moment in the evolution of digital political campaigning in India, as parties actively employed digital tools to engage with voters across the state. This study examines the digital campaign strategies used during the 2018 Karnataka Assembly Elections through a qualitative research approach. The research focuses on how political parties utilized social media platforms, digital communication techniques, and online engagement strategies to influence voter perception. The study relies on thematic analysis of campaign content, party communication strategies, and digital messaging used during the election period. The findings indicate that digital media played an important role in shaping political narratives, mobilizing supporters, and increasing political engagement among voters. The study highlights the growing significance of digital campaigning in contemporary electoral politics in India.
Keywords: Digital campaigning, political communication, Karnataka elections, social media, election strategy, political marketing
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