Study on the Influence of Social Media on Political decision making among the
youth’s in India

S. NazimSha*, Dr. M. Rajeswari**

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* Research Scholar, School of Management, Hindustan Institute of
Technology and Science, Padur, Chennai India. – [email protected]

**Associate Professor, School of Management, Hindustan Institute of
Technology and Science, Padur, Chennai India. 
[email protected]



Media has become a fuel for political exchanges nowadays and it directly or
indirect stimulates the interest among youth for deciding the lawmakers as well
as for politic-al participation. The key duty of this article is to demonstrate
the influence of Social Media in political decision making among the youth in
India by investigating Traditional technique for Political showcasing and the
Digital strategy.


Social Media has become one of the most powerful medium for
marketing, networking & for social connection of users across the world on
several social Media websites and it is very difficult to determine the impact
these social networks had on the world. Now a new trend has emerged that is
Social Media in politics which is one of the best ways to get and reach ideas
to large number of people within a short span of time and youth are to a great
extent presented to this data and
also the government officials nowadays have become competent in their use of Social
media. Social Media helps in building a brand during political campaign. Nowadays
it fathoms to which get-togethers’ conviction framework people give more help
in the midst of choice campaign. Using social Media as a tool for political
campaign is not a new concept it is a better way to reach a voter base and also
it is an efficient way to explain events, ideals and plans thus building a web
presence of a political candidate and furthermore the data gave through web-based
social networking will be more instructive and furthermore appealing. People
can share their views and can know others views. Impact Social Media in
politics have paved a way for younger generation to join politics. Facebook,
Twitter, Instagram, You Tube, Google Plus, Pinterest of political competitors
have made a casual character. Conventional Marketing medium, for example, Radio
and TV utilized amid before political battle and way to entryway visits looking
for votes have now changed as it took long a very long time of reachability yet
the utilization of Social Media instruments said above achieved a huge number
of individuals over the world in a couple of years. This article
investigates impact of Social Media in deciding a political authority. Social
media is a better way to reach the youth as they are technological savvy even
though we can see poster and cutouts of parties and political candidates



To contemplate the influence of Social Media
among youth.

To contemplate the effect of Social Media
on governmental issues

To study the influence of Social Media in
Future Political campaigns.

To measure the compelling Time spends by
individuals in Social Media.

To study the changing patterns in
political campaigns from Traditional media to Social media.


Literature Review


Social Media is fundamental in our lives today
and it is one of the basic approaches to connect with voters for lawmakers. It
helps in assuming and knowing legislative issues. It is a source to exchange
ideas and information thus helps in a healthier democracy.

Impact of
social networking websites on the education of the youth

Here the
Researcher conveys that long range informal communication locales, for example,
Facebook, Myspace and Twitter are picking up ubiquity with the pace of time and
because of their alluring highlights the young of the present age is interested
towards them.

Impact of social networking sites in the
changing mindsets of youth on social issues

This paper
clarifies that men invest more energy when contrasted with ladies on informal
communication destinations to audit these social issues but then ladies are
exceptionally touchy to issues like these existing on the planet. The young
takes dynamic investment and furthermore brings their voices up keeping in mind
the end goal to express their sentiments and perspectives on social issues
being examined on these destinations.

presidential elections in Romania 2014

The presidential races composed in November 2014, in
Romania, occurred in two rounds. where

Ponta (the leader of the Romania right then and
there) won with 40% of the votes, while Klaus Iohannis (a generally new hopeful
in the Romanian political field), his significant opponent, accumulated just 30%
of the votes. But the second round of elections was won by Klaus lohannis who
was the President finally. And the reason was later found to that use of social
media contributed to these results.

of online networking as another instrument in Indian general race 2014


With regards to connection between government
officials, online networking and open, recognizes number of capacities that
Internet have as takes after:


• Politicians advance their controlled discourse and
present their perspective without being hindered by columnists or by media
organize constraint.


• Social media has given benefit for government
officials to post a possible political motivation.


• By methods for online networking, political
gatherings or government officials can assemble open and welcomes them to
partake in discourse on a few issues of open intrigue.


• By utilizing the web-based social networking
instruments, lawmakers and political gatherings communicates obviously with all
the more effectively with their supporters, past institutional and bureaucratic

The usage of online interpersonal interaction by
Indians was first included in the midst of the 2008 Mumbai ambushes when
information shared through Twitter and Flickr among Indians and the outside
4. “The second mass usage of electronic interpersonal interaction in
India was the May 2009 national races, when, all of a sudden, online voter enlistment
and straightforwardness campaigns started” where first time political
social occasions endeavored to associate with voters through casual
correspondence locales. Among major political social affairs in India, BJP has
the best interest in web based systems administration. BJP started using the
online person to person communication even before 2009 general race, which it
lost. Nevertheless, starting late, it has plunge promote into web based systems
administration. A couple of senior pioneers like Sushma Swaraj, Rajnath Singh,
Arun Jaitley, Narendra Modi and many are on long range relational
correspondence districts. Narendra Modi as the BJP’s prime peaceful probability
for the 2014 general race has his own gathering for his web based systems
administration organization 5.


Web based systems administration has in like manner
credited with supporting the new Aam Aadmi Party and its confident, Arvind
Kejriwal, won a surprising triumph in Delhi against major political social
affairs. In any case, electronic long range informal communication can in like
manner be subject to significant misuse. A couple of lawmakers have been
reprimanded for boosting their unmistakable reputation by means of online
systems administration media with multitudes of fans who don’t exist and of
using electronic long range interpersonal communication to spread their
adversaries. More repulsive, web based systems administration have been used to
fan viciousness against religious and ethnic get-togethers.




Hypothesis draw


is an influence of Social Media among youth in deciding the policy makers

There is no influence of Social Media among youth in deciding the policy makers

is a change in Political campaigns from Traditional media to Social Media.

is no change in Political campaigns from Traditional media to Social Media.

is an influence of Social media in Future political campaigns.

is no influence of Social media in Future political campaigns.


Research Methodology

design: – The sample size should be 707,882,162  as per Morgan’s table at 90% confidence , with
a 10% margin of error. The study is done by using judgement sampling. A sample
of 50 youth have been taken across India. The Correlation test has been used
for finding the relationship between two or more factors and analysis.

Data Collection:
In view of this questionnaires were sent to 50 respondents and the inquiries
were asked where their responses are noted. Respondents mainly from Educational
Institutions, Employees from both Government and Private sector.

Analysis Tool: The data gathered was analyzed using
different statistical tools for verification such as tables & graphs. Analysis
test was done in Excel program.


Analysis and Interpretation
Statistical Representation

Series 1: Strongly Agree,
Series 2: Agree, Series 3: Strongly Disagree, Series 4: Disagree,

5: Neutral

2. Quantifying the relation
between six variables through Correlation Coefficient method









of r



is an influence of Social Media among voters in deciding the policy makers


= 2.83,
= 0.01 & Degree of freedom = 21



is a change in Political campaigns from Traditional media to Social Media.


= 2.66,
= 0.01 & Degree of freedom = 60



is an influence of Social media in Future political campaigns.


= 4.32,
= 0.001 & Degree of freedom = 12



Graph 2: Scatter Diagram

the Graph 1 it is known that

Most of the respondents emphatically
consent to the way that interchanges identified with governmental issues
through Social Media amid race crusades can acquire achievement.

Most of the respondents firmly concur that
reachability through Social Media is high when contrasted with Traditional

Most of the respondents consent to the
Election battles in future will be completely through Social Media.

Most respondents consent to the way that
correspondences identified with governmental issues through Social Media amid
decisions will bring out new thoughts and voices.

Most of the respondents concur that Social
Media urges youth to join governmental issues

Most of the respondents emphatically
concur that Social Media is great stage to talk about administrative issues

Most of the respondents emphatically
concur that Social Media helps in knowing a Political Candidate better.

Most of the respondents unequivocally
concur that Social Media is the new pattern for present day ages as it meets
the prerequisites.

Most of the respondents firmly concur that
political interchanges through Social Media is more secure.

Most of the respondents firmly concur
Legislators welcome Social Media previously decisions.

Most of the respondents emphatically
concur that imaginative Election battles can be seen through Social Media.

Most of the respondents emphatically
concur by favoring political shows in Social Media.

Most of the respondents firmly concur
those political correspondences through Social Media helps in managing voters.

Most of the respondents concur that
political correspondences affected them in choosing an administrator.

Most of the respondents emphatically
concur that political correspondence through Social Media helps in maintaining

Most of the respondents emphatically
concur seeing posts against legislators through Social Media.

the Graph 2 it is known that

observed correlation coefficient is +0.97, +0.84, +0.93 when six variables were
compared This implies that the various Responses of Respondents and Questions
of variables are highly positively correlated.




These days every one of
the officials are utilizing Social Media as they can bring out new voices and
it is exceptionally valuable at the season of decisions as message, posts,
recordings, philosophies identified with battles can without much of a stretch
contact individuals accordingly it is tedious. Individuals can specifically
include by demonstrating their reactions in support or against the
administrators through preferences, remarks, if content is great they can even
share the message to someone else. These alternatives are not accessible in
Traditional medium of promoting. Still some vibe that Social media for
political battle isn’t a superior path as they lean toward the old philosophies
and strategies. Here lion’s share of individuals concur upon that Social Media
is primary target stream with regards to political interchanges as it is best
adaptable route for better correspondences. More youthful age incline toward
Social media for straightforwardly associate with pioneers and can likewise
take an interest in decision crusades and is most secure technique in talking
about governmental issues than face to face. Greater part of the lawmakers
welcomes Social media and is effectively engaged with it. Therefore Social
media satisfies the necessity of present day age and effects in choosing an
administrator in the present and future time.





Strongly Agree




Strongly Disagree

Communications through Social Media impacted you in deciding a lawmaker.






Social Media helps in
knowing a political candidate better.






Political campaigns
witnessed a change from Traditional media to Social media






Innovative political campaigns can be witnessed
through social media.






Future political campaigns can be witnessed through
Social media.






To talk about legislative issues Social Media is a
good platform.






Social created a positive impact in youth politics.






Social media satisfies the Modern generations






Legislators Welcome Social Media before Elections.






Reachability is high through Social Media than
Traditional Media






Political communications through Social Media helped
is sustaining voters






Do you entertain posting views against legislators
through Social media.






Political communications through social Media is
safer than discussing face to face 






Political issues discussed through Social Media
bring out new voices






communications through social Media is a success.














and References

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Social Media to Win Your Political Campaign http://www.politicalcampaigningtips.com/using-social-Media-to-win-your-political-campaign/


& Social Media: A Great Mix! http://globalminds.ca/social-Media-marketing/politics-Media-ten-ways-use-social-Media-boost-political-campaign/

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