Vijeth Kumar Dissertation Report PDF

A Dissertation Report On
“The Campaigning Activities of Political Parties

Through Social Media and Its Effect on Individual
Voters in Karnataka”
Submitted in partial fulfilment of the requirements for the award of the

Degree of
MASTER OF BUSINESS ADMINISTRATION

of
BANGALORE UNIVERSITY
Submitted By
Vijeth Kumar C
(Roll No. 16OTCMD021)
Under the guidance of

Dr. Shilpa S Kokatnur
(Assistant Professor, IIPMB)
Indian Institute of Plantation Management Bangalore

Affiliated to Bangalore University
(2016 – 2018)
Guide Certificate
Date:
This is to certify that the dissertation titled that “The Campaigning Activities of
Political Parties Through Social Media and Its Effect on Individual Voters
in Karnataka” is an original work carried out by Mr. Vijeth Kumar C ;
bearing University Register Number 16OTCMD021 and is being submitted in
partial fulfilment for the award of the Master’s Degree in Business Administration
of Bangalore University.
The report has not been submitted earlier either to this University /Institution for the
fulfilment of the requirement of a course of study
Dr. Shilpa S Kokatnur Dr. Dhanakumar V G

Faculty Guide Director
II
Declaration
I hereby declare that “The Campaigning Activities of Political Parties

Through Social Media and Its Effect on Individual Voters in Karnataka”
is the result of the project work carried out by me under the guidance of Dr. Shilpa
S Kokatnur (Assistant Professor) of Indian Institute of Plantation
Management (IIPM) , in partial fulfilment for the award of, Master’s Degree in
Business Administration by Bangalore University.
I also assert that this report is the result of my own efforts and that it has not been
submitted to any other university or Institute for the award of any other degree or
Diploma or Certificate.
Place: Bangalore Name: Vijeth Kumar C

Date: Reg. No.: 16OTCMD021
III
BANGALORE UNIVERSITY
Certificate of Originality (Plagiarism)
Name of the Student : Vijeth Kumar C
Registration Number : 16OTCMD021
“The Campaigning Activities of Political

Title of the Dissertation : Parties Through Social Media and Its Effect
on Individual Voters in Karnataka

Name of the Guide :
Assistant Professor, IIPMB
Similar Content (%) identified : 21%
(Acceptable maximum limit of similarity 25%)
Dissertation ID number (S) in : 962030279
Turnitin
The internship report has been checked using TURNITIN anti-plagiarism software
(attach first page of the originality report as ANNEXURE) and found within limits as per
plagiarism policy and instructions used by the University/CBSMS.

Signature of guide Signature of the Director/ Chairperson
Date Date
IV
Declaration of Plagiarism
I hereby declare that “The Campaigning Activities of Political Parties

Through Social Media and Its Effect on Individual Voters in Karnataka”
is the result of the project work carried out by me under the guidance of Dr. Shilpa
S Kokatnur (Assistant Professor) of Indian Institute of Plantation
Management (IIPM) , in partial fulfilment for the award of, Master’s Degree in
Business Administration by Bangalore University.
I also assert that this report has been run through a Plagiarism Check Software
and the Plagiarism percentage is reported to be 21%
Plagiarism Report generated by the Plagiarism Software is attached.
Place: Bangalore Name: Vijeth Kumar C

Date: Reg. No.: 16OTCMD021
V
Acknowledgement
This is a token of gratitude to tell all those who shared their knowledge & helped in
furnishing this project successfully in time.
Firstly, I am grateful to my Parents for the support and guidance in completing this
project without which this project would have been a mirage.
Secondly, I express my profound gratitude to Dr. Shilpa S Kokatnur (Assistant

Professor) of Indian Institute of Plantation Management (IIPM) for
continuous guidance without which this report would have been incomplete.
I would like to be grateful to Dr. A N Vijayakumar (Chairperson, MBA) and

Dr. Dhanakumar V G (Director) of Institute of Plantation Management
(IIPM) for their support.
VI
Table of Content
GUIDE CERTIFICATE ------------------------------------------------------------------------ II
DECLARATION -------------------------------------------------------------------------------- III
DECLARATION OF PLAGIARISM -------------------------------------------------------- V
ACKNOWLEDGEMENT -------------------------------------------------------------------- VI
TABLE OF CONTENT ---------------------------------------------------------------------- VII
EXECUTIVE SUMMARY---------------------------------------------------------------------- 1
CHAPTER-1: INTRODUCTION ------------------------------------------------------------- 4
CHAPTER -2: RESEARCH METHODOLOGY ----------------------------------------- 15
CHAPTER -3: DATA ANALYSIS ---------------------------------------------------------- 25
CHAPTER -4 CONCLUSION AND RECOMMENDATION ------------------------- 53
BIBLIOGRAPHY-------------------------------------------------------------------------------- 58
APPENDIX 1: SOCIAL MEDIA AND ITS EFFECT ON INDIVIDUAL VOTERS
IN KARNATAKA QUESTIONNAIRE ----------------------------------------------------- 61
APPENDIX 2: THE ELECTION RESULTS FOR EACH CONSTITUENCY ----62
APPENDIX 3: PLAGIARISM REPORT---------------------------------------------------63
APPENDIX 4: BANGALORE UNIVERSITY CERTIFICATES ---------------------64
VII
Detailed Content
GUIDE CERTIFICATE ............................................................................................................ II
DECLARATION ....................................................................................................................... III
DECLARATION OF PLAGIARISM .......................................................................................V
ACKNOWLEDGEMENT ........................................................................................................ VI
TABLE OF CONTENT .......................................................................................................... VII
DETAILED CONTENT............................................................................................................... VIII

LIST OF TABLES ......................................................................................................................... XI
LIST OF FIGURES...................................................................................................................... XII
EXECUTIVE SUMMARY......................................................................................................... 1
CHAPTER-1: INTRODUCTION.............................................................................................. 4
1.1 WHAT IS SOCIAL MEDIA? ..................................................................................................... 5

COMMON SOCIAL MEDIA FEATURES ............................................................................................ 5
1.2 SOCIAL MEDIA - GENERAL ................................................................................................... 8
1.3 SOCIAL MEDIA - WORLD POLITICS ...................................................................................... 9
1.4 SOCIAL MEDIA – INDIAN POLITICS ...................................................................................... 9
1.4 S OCIAL MEDIA – KARNATAKA P OLITICS ....................................................................... 12
CHAPTER -2: RESEARCH METHODOLOGY .................................................................. 15
2.1 LITERATURE REVIEW .......................................................................................................... 16

DEFINING SOCIAL MEDIA............................................................................................................ 16
SOCIAL MEDIA AND POLITICS ..................................................................................................... 16
2.2 STATEMENT OF PROBLEM ................................................................................................... 18
2.3 PROBLEM DISCUSSION......................................................................................................... 19
2.5 RESEARCH METHODOLOGY ................................................................................................ 20
2.6 RESEARCH OBJECTIVE ...................................................................................................... 21
2.7 HYPOTHESIS ......................................................................................................................... 21
H1: THE EXISTENCE OF SOCIAL MEDIA IN A POLITICAL CAMPAIGN WILL POSITIVELY AFFECT
PARTICIPATION AMONG VOTERS AGED 18-39. ............................................................................ 22
H2: THE PRESENCE OF SOCIAL MEDIA IN A POLITICAL CAMPAIGN WILL POSITIVELY AFFECT
SUPPORT OF THAT CANDIDATE AMONG VOTERS 18-39. .............................................................. 22
2.8 SAMPLING AND DATA ANALYSIS......................................................................................... 22
SAMPLE SIZE ............................................................................................................................... 22
DATA COLLECTION ..................................................................................................................... 23
DATA ANALYSIS PROCEDURES ................................................................................................... 24
VIII
CHAPTER -3: DATA ANALYSIS ......................................................................................... 25
3.1 DATA ANALYSIS – GENERAL ............................................................................................... 26

3.1.1: POPULATION OF KARNATAKA ........................................................................................... 26
3.1.2: AGE SPECTRUM OF THE POPULATION................................................................................ 27
3.1.3: CONSTITUENCY STATISTICS OF KARNATAKA ................................................................... 28
3.1.4 2018 KARNATAKA ASSEMBLY ELECTION SCHEDULE ........................................................ 29
3.1.5 2018 KARNATAKA ASSEMBLY ELECTION RESULTS .......................................................... 30
3.1.6 2018 KARNATAKA ASSEMBLY ELECTION VOTERS TURNOUT ........................................... 31
3.2 DATA ANALYSIS – QUESTIONNAIRE ................................................................................... 32
3.2.1: AGE SPECTRUM OF THE RESPONDENTS ............................................................................. 32
3.2.2: GENDER PROFILE OF THE RESPONDENTS .......................................................................... 33
3.2.3: MARITAL STATUS OF THE RESPONDENT? ......................................................................... 34
3.2.4: HIGHEST LEVEL OF EDUCATION OF THE RESPONDENT? ................................................... 35
3.2.5: OCCUPATION OF THE RESPONDENT? ................................................................................. 36
3.2.6: REGION OF THE RESPONDENTS? ........................................................................................ 37
3.2.7: MONTHLY HOUSEHOLD INCOME OF THE RESPONDENTS? ................................................. 38
3.2.8: WHICH SOCIAL MEDIA PLATFORMS ARE YOU ACTIVE ON?................................................ 39
3.2.9: HOW OFTEN DO YOU USE THE FOLLOWING SOCIAL PLATFORMS? ..................................... 40
3.2.10: DID YOU EVER VOTE BEFORE 2018 KARNATAKA ASSEMBLY ELECTIONS? .................... 41
3.2.11: DID YOU VOTE IN 2018 KARNATAKA ASSEMBLY ELECTIONS? ...................................... 42
3.2.12: WHAT WOULD BE MOST APPEALING TO YOU WHEN DECIDING TO VOTE FOR A CERTAIN
POLITICIAN OR POLITICAL PARTY? .............................................................................................. 43
3.2.13: WHAT WOULD BE MOST APPEALING METHOD OF CAMPAIGNING FOLLOWED BY A
CERTAIN POLITICIAN OR POLITICAL PARTY? ............................................................................... 44
3.2.14: HOW IMPORTANT DO YOU THINK IT IS FOR A POLITICIAN OR A POLITICAL PARTY TO BE
ACTIVE ON SOCIAL MEDIA PLATFORMS? ..................................................................................... 45
3.2.15: DO YOU FOLLOW POLITICAL CAMPAIGNS ON SOCIAL MEDIA? ........................................ 46
3.2.16: WERE THE CANDIDATE’S PROFILES OR PAGES ON SOCIAL MEDIA HELPFUL IN LEARNING
MORE ABOUT THEM DURING 2018 KARNATAKA ASSEMBLY ELECTIONS? ................................. 47
3.2.17: DID YOU BECOME RELIANT ON SOCIAL MEDIA FOR POLITICAL UPDATES DURING
2018 K ARNATAKA ASSEMBLY E LECTIONS ? ........................................................................... 48
3.2.18: WOULD YOU BE INFLUENCED TO VOTE FOR A POLITICIAN BASED ON THE CONTENT YOU
HAVE READ ABOUT HIM/HER ON SOCIAL MEDIA? ........................................................................ 49
3.2.19: WOULD YOU WITHDRAW YOUR SUPPORT FOR A CANDIDATE AND VOTE FOR THE
OPPOSING CANDIDATE AFTER READING SOMETHING ON SOCIAL MEDIA? ................................... 50
3.3 HYPOTHESIS ......................................................................................................................... 51
H1: THE EXISTENCE OF SOCIAL MEDIA IN A POLITICAL CAMPAIGN WILL POSITIVELY AFFECT
PARTICIPATION AMONG VOTERS AGED 18-39. ............................................................................ 51
H2: THE PRESENCE OF SOCIAL MEDIA IN A POLITICAL CAMPAIGN WILL POSITIVELY AFFECT
SUPPORT OF THAT CANDIDATE AMONG VOTERS 18-39. .............................................................. 51
CHAPTER -4 CONCLUSION AND RECOMMENDATION.............................................. 53
4.1 CONCLUSION ........................................................................................................................ 54

4.2 RECOMMENDATIONS ........................................................................................................... 56
IX
BIBLIOGRAPHY ..................................................................................................................... 58
BOOKS ........................................................................................................................................ 59
JOURNALS ................................................................................................................................... 59
WORLD WIDE WEB ..................................................................................................................... 60
APPENDIX 1: SOCIAL MEDIA AND ITS EFFECT ON INDIVIDUAL VOTERS IN

KARNATAKA QUESTIONNAIRE........................................................................................ 61
APPENDIX 2: THE ELECTION RESULTS FOR EACH CONSTITUENCY.................. 62
APPENDIX 3: PLAGIARISM REPORT ............................................................................... 63
APPENDIX 4: BANGALORE UNIVERSITY CERTIFICATES ........................................ 64
X
List of Tables
TAB. 3.1.1 POPULATION (PROJECTED 2018) .................................................................. 26
TAB. 3.1.2 AGE SPECTRUM OF THE POPULATION ...................................................... 27
3.1.3 CONSTITUENCY STATISTICS OF KARNATAKA ................................................. 28
TAB. 3.1.4 2018 KARNATAKA ASSEMBLY ELECTION SCHEDULE .......................... 29
TAB. 3.1.5 2018 KARNATAKA ASSEMBLY ELECTION RESULTS .............................. 30
TAB. 3.1.6 2018 KARNATAKA ASSEMBLY ELECTION VOTERS TURNOUT ........... 31
TAB. 3.2.1 AGE SPECTRUM OF THE RESPONDENTS ................................................... 32
TAB. 3.2.2 GENDER PROFILE OF THE RESPONDENTS ............................................... 33
TAB. 3.2.3 MARITAL STATUS OF THE RESPONDENTS ............................................... 34
TAB. 3.2.4 HIGHEST LEVEL OF EDUCATION OF THE RESPONDENTS .................. 35
TAB. 3.2.5 OCCUPATION OF THE RESPONDENT .......................................................... 36
TAB. 3.2.6 REGION OF THE RESPONDENTS ................................................................... 37
TAB. 3.2.7 MONTHLY HOUSEHOLD INCOME OF THE RESPONDENTS ................. 38
TAB. 3.2.8 WHICH SOCIAL MEDIA PLATFORMS ARE YOU ACTIVE ON? ............. 39
TAB. 3.2.9 HOW OFTEN DO YOU USE THE FOLLOWING SOCIAL PLATFORMS?40
TAB. 3.2.10 DID YOU EVER VOTE BEFORE 2018 KARNATAKA ASSEMBLY
ELECTIONS? ........................................................................................................................... 41
TAB. 3.2.11 DID YOU VOTE IN 2018 KARNATAKA ASSEMBLY ELECTIONS? ....... 42
TAB. 3.2.12 WHAT WOULD BE MOST APPEALING TO YOU WHEN DECIDING TO
VOTE FOR A CERTAIN POLITICIAN OR POLITICAL PARTY? ................................ 43
TAB. 3.2.13 WHAT WOULD BE MOST APPEALING METHOD OF CAMPAIGNING
FOLLOWED BY A CERTAIN POLITICIAN OR POLITICAL PARTY? ....................... 44
TAB. 3.2.14 HOW IMPORTANT DO YOU THINK IT IS FOR A POLITICIAN OR A
POLITICAL PARTY TO BE ACTIVE ON SOCIAL MEDIA PLATFORMS? ................ 45
TAB. 3.2.15 DO YOU FOLLOW POLITICAL CAMPAIGNS ON SOCIAL MEDIA? .... 46
TAB. 3.2.16 WERE THE CANDIDATE’S PROFILES OR PAGES ON SOCIAL MEDIA
HELPFUL IN LEARNING MORE ABOUT THEM DURING 2018 KARNATAKA
ASSEMBLY ELECTIONS? .................................................................................................... 47
TAB. 3.2.17 DID YOU BECOME RELIANT ON SOCIAL MEDIA FOR POLITICAL
UPDATES DURING 2018 KARNATAKA ASSEMBLY ELECTIONS?............................ 48
TAB. 3.2.18 WOULD YOU BE INFLUENCED TO VOTE FOR A POLITICIAN BASED
ON THE CONTENT YOU HAVE READ ABOUT HIM/HER ON SOCIAL MEDIA? ... 49
TAB. 3.2.19 WOULD YOU WITHDRAW YOUR SUPPORT FOR A CANDIDATE AND
VOTE FOR THE OPPOSING CANDIDATE AFTER READING SOMETHING ON
SOCIAL MEDIA?..................................................................................................................... 50
XI
List of Figures
FIG 1.1 SOCIAL MEDIA STATS OF POLITICAL PARTIES ........................................... 14
FIG. 3.1.1 POPULATION (PROJECTED 2018) ................................................................... 26
FIG. 3.1.2 AGE SPECTRUM OF THE POPULATION ....................................................... 27
3.1.3 CONSTITUENCY STATISTICS OF KARNATAKA ................................................. 28
FIG. 3.1.4 2018 KARNATAKA ASSEMBLY ELECTION SCHEDULE ........................... 29
FIG. 3.1.5 2018 KARNATAKA ASSEMBLY ELECTION RESULTS ............................... 30
FIG 3.1 AGE SPECTRUM OF RESPONDENTS.................................................................. 32
FIG. 3.2.2 GENDER PROFILE OF THE RESPONDENTS ................................................ 33
FIG. 3.2.3 MARITAL STATUS OF THE RESPONDENTS ................................................ 34
FIG. 3.2.4 HIGHEST LEVEL OF EDUCATION OF THE RESPONDENTS ................... 35
FIG. 3.2.5 OCCUPATION OF THE RESPONDENT ........................................................... 36
FIG. 3.2.6 REGION OF THE RESPONDENTS .................................................................... 37
FIG. 3.2.7 MONTHLY HOUSEHOLD INCOME OF THE RESPONDENTS................... 38
FIG. 3.2.8 WHICH SOCIAL MEDIA PLATFORMS ARE YOU ACTIVE ON? .............. 39
FIG. 3.2.9 HOW OFTEN DO YOU USE THE FOLLOWING SOCIAL PLATFORMS? 40
FIG. 3.2.10 DID YOU EVER VOTE BEFORE 2018 KARNATAKA ASSEMBLY
ELECTIONS? ........................................................................................................................... 41
FIG. 3.2.11 DID YOU VOTE IN 2018 KARNATAKA ASSEMBLY ELECTIONS? ........ 42
FIG. 3.2.12 WHAT WOULD BE MOST APPEALING TO YOU WHEN DECIDING TO
VOTE FOR A CERTAIN POLITICIAN OR POLITICAL PARTY? ................................ 43
FIG. 3.2.13 WHAT WOULD BE MOST APPEALING METHOD OF CAMPAIGNING
FOLLOWED BY A CERTAIN POLITICIAN OR POLITICAL PARTY? ....................... 44
FIG. 3.2.14 HOW IMPORTANT DO YOU THINK IT IS FOR A POLITICIAN OR A
POLITICAL PARTY TO BE ACTIVE ON SOCIAL MEDIA PLATFORMS? ................ 45
FIG. 3.2.15 DO YOU FOLLOW POLITICAL CAMPAIGNS ON SOCIAL MEDIA? ..... 46
FIG. 3.2.16 WERE THE CANDIDATE’S PROFILES OR PAGES ON SOCIAL MEDIA
HELPFUL IN LEARNING MORE ABOUT THEM DURING 2018 KARNATAKA
ASSEMBLY ELECTIONS? .................................................................................................... 47
FIG. 3.2.17 DID YOU BECOME RELIANT ON SOCIAL MEDIA FOR POLITICAL
UPDATES DURING 2018 KARNATAKA ASSEMBLY ELECTIONS?............................ 48
FIG. 3.2.18 WOULD YOU BE INFLUENCED TO VOTE FOR A POLITICIAN BASED
ON THE CONTENT YOU HAVE READ ABOUT HIM/HER ON SOCIAL MEDIA? ... 49
FIG. 3.2.19 WOULD YOU WITHDRAW YOUR SUPPORT FOR A CANDIDATE AND
VOTE FOR THE OPPOSING CANDIDATE AFTER READING SOMETHING ON
SOCIAL MEDIA?..................................................................................................................... 50
XII
Executive Summary
1
The recently concluded 2018 Karnataka Vidhana Sabha Election has seen the vast
utilisation of Social media platform for campaigning activities, this research studies
whether political campaigns that are more social media savvy ultimately garner more
votes. Secondly, the study also seeks to ascertain if use of Facebook and Twitter for
sending messages to potential voters for their support – can positively affect only
the younger persons possibility to cast a vote or it has effect on all age groups.
Social Media provides the benefit of being instantaneous, precise and target specific.
Social media has gained popularity worldwide in recent years, however, the concept
is not new. During the mid-90’s with widespread adaptation of personal computers
users were also attracted to services like chat rooms, newsgroups and instant
messages (Thurlow, Lengel & Tomic, 2004). What is new is the expansion of social
media (YouTube, Facebook, Twitter & Instagram) and it’s use for more than just
means of socializing on Internet.
Initially the messages on these social medium platforms were considered

insignificant and were more often overlooked. They were just a means of either
marketing to a targeted group or posting statements describing regular personal
activities to listed friends on the network. In late 2006, when Twitter was launched,
its creators stated that the purpose of tweets was to tell one’s followers what th ey
were doing (Jackson & Lilleker, 2011). However, social media in the second decade
of the 21st century is used not just for triviality but is also used for disseminating
serious social and political messages to the targeted audience.
The influence of the use of social media sites on citizen’s behaviour in Indian
political matters has recently become more visible than before. In September 2013,
a relatively small leader of BJP political party Narendra Modi announced his
candidacy for Prime Minster of India. Almost 9 months later, that small politician
became the Prime Minister of India. Modi’s party gets the credit for actively
engaging masses on social media when mainly all the politicians were busy
emphasizing the emerging social media tools as “waste of time” and impersonal way
to connect to masses. Therefore, Modi’s political campaigning was unorthodox; his
campaign success has frequently been credited to his ability to inspire the people
along with his public speaking. However, his use of Internet and social media for
engaging individual voters in India provided him with the level of support that most
2
candidates never see. He is India’s first social media prime minister (Financial
Times, 2014).
Today the idea of social media usage is drastically different from the media usage
of an era ago. Before the users considered social media as a new technology medium
however now they consider it as a source of information and think it to be reliable
medium. In 2014 Indian lok-Sabha elections, the social media platforms became a
medium for Indian vote casters to find about the Prime Minister candidates. As a
result, Prime Ministers political campaigning also used social media to target these
citizens effectively. Mr. Modi who is currently Indian Prime minister established
social media as an essential part of the political campaigning.
The sample size for this study was 200 Indian citizens who were eligible to cast
votes in Karnataka Vidhana Sabha Election and above the 18 years age who agreed
to take part in the quantitative element of this research investigation. The research
was conducted using quantitative (Survey Questionnaire) design. Survey
methodology is behaviour-oriented research that focuses on the actions of the
respondents. The overall research approach is deductive in nature, as its main aim is
to explore the previously researched phenomena from a new and a different
perspective and test the hypothesis that have been based on the literature review o f
this research. Probability sampling technique has been used to identify the sample
from the overall population.
The research shows that due to the presence of social media in Indian politics and
political campaigning, the influence on individual voter behaviour is present. it is
evident from the survey findings that the major portion of the active users on social
networking websites became heavily reliant on social media for seeking updates
regarding political leaders. Moreover, they consider it is very important for a
political leader to have a profile on these social networking sites. The scope of use
of social media in Indian politics is extensive if utilized strategically.
3
Chapter-1: Introduction
4
1.1 What Is Social Media?
Social networks are expressions that we present a lot these days, often to describe
what we publish on sites and applications such as Facebook, Twitter, Instagram,
Snapchat and others. But if we use the term to describe a site like Facebook, and a
site like thefactsite and Wikipedia, and even a site like BuzzFeed, then it starts to
get more confusing. What are social networks anyway?
The term is used so vaguely that it can basically be used to describe almost any
website on the Internet today. Some people have a more restricted view of social
networks, often equating what it means the same as social networks (eg, Facebook,
Twitter, etc.). Other people do not consider that blogs fall into the category of social
networks.
Instead of defining the term using a bunch of uninteresting terminology that will
probably only complicate things even more, perhaps the best way to get a clearer
understanding of it is to break it down into simpler terms. To begin, let's look at
each word individually.
The "social" part refers to interacting with other people by sharing information
with them and receiving information from them.
The "media" part: refers to an instrument of communication, such as the internet

(while television, radio and newspapers are examples of more traditional forms of
media).
From these two separate terms, we can obtain a basic definition together: Social
media are web-based communication tools that allow people to interact with each
other by sharing and consuming information.
Common Social Media Features

The following list of common features are dead giveaways of a social media site. If
you're questioning whether a site could be classified as social or not, try looking for
at least one of these features.
5
 User accounts: If a site allows visitors to create their own accounts that they
can log into, then that's a good sign there's going to be social interaction. You can't
really share information or interact with others online without doing it through a
user account.
 Profile pages : Since social media is all about communication, a profile page is
often necessary to represent an individual. It often includes information about the
individual user, like a profile photo, bio, website, feed of recent posts,
recommendations, recent activity and more.
 Friends, followers, groups, hashtags and so on: Individuals use their

accounts to connect with other users. They can also use them to subscribe to
certain forms of information.
 News feeds: When users connect with other users on social media, they're
basically saying, "I want to get information from these people." That information
is updated for them in real-time via their news feed.
 Personalization: Social media sites usually give users the flexibility to

configure their user settings, customize their profiles to look a specific way,
organize their friends or followers, manage the information they see in their news
feeds and even give feedback on what they do or don't want to see.
 Notifications: Any site or app that notifies users about specific information is
playing the social media game. Users have total control over these notifications
and can choose to receive the types of notifications that they want.
 Information updating, saving or posting: If a site or an app allows you to

post absolutely anything, with or without a user account, then it's social! It could
be a simple text-based message, a photo upload, a YouTube video, a link to an
article or anything else.
 Like buttons and comment sections: Two of the most common ways we
interact on social media are via buttons that represent a "like" plus comment
sections where we can share our thoughts.
6
 Review, rating or voting systems: Besides liking and commenting, lots of
social media sites and apps rely on the collective effort of the community to
review, rate and vote on information that they know about or have used. Think of
your favourite shopping sites or movie review sites that use this social media
feature
Over the years many authors and experts like Graber (1996), Morris (2002), Han
(2008) and Kaplan and Haenlein (2010) have looked at the social media’s impact
and influence, few have provided an acceptable definition of the term of new media.
In basic sense, new media is the digital communication technology that is
continuously evolving and developing and has uncertain terms and uses (Peters,
2009). It is associated with technology relating to the Internet. Social media can be
considered as a type of new media. However, it is essential to note that social media
might be characterized as a type of new media; it has its own distinctive features.
Social media use social networking websites as its form of prime communication.
The social media has been defined by Boyd and Ellison (2009) as: “We define social
network sites as web-based services that allow individuals to
 Construct a public or semi-public profile within a bounded system

 Articulate a list of other users with whom they share a connection,
 View and traverse their list of connections and those made by others within the
system. (p211)”.
There are many more definitions, which exist in order to explain the term, however
this is the clearest one of all.
Social media is an online system that lets people to share information with other
people they choose and the new people they make friends with. For this dissertation,
social media is the technology that utilizes peer-to-peer interaction and will be
referred as Facebook, Twitter, Google+ and LinkedIn.
Most of the individuals are aware of the different tools and communities of Internet
based social media – Facebook, YouTube, Twitter, Blogs, Google+ and LinkedIn
etc. These tools are also known as web 2.0 tools and these have developed rapidly
over a short span of time and these kinds of functions are getting generated every
year.
7
1.2 Social Media - General
Over past two decades, one of the most vital developments associated to digital
media has been the rise of social networking sites like Facebook, Twitter, Google+,
LinkedIn and Instagram. Since the introduction of the first social media applications
in the late 1990s, the sites have attracted over a billion active users worldwide,
several individuals from these have incorporated digital social interactions into their
everyday lives. The social media has changed the traditional marketing landscape
significantly since its occurrence. The politicians are not only the one who had made
use of social media for their gain.
Activism groups and politicians have tapped in social media to raise money for
political purposes over the years. Activists in Jan 2001, during the impeachment trial
of Philippine President Joseph Estrada, supporters in the Philippine Congress voted
to set apart key proof against him and less than two hours later activists organized a
major protest with use of social media. This is recognized to be the first event where
a national leader was forced out with use of social media (Safranek, 2012).
These developments are interesting to see as they indicate how social media is
gaining significant place in political campaigning worldwide. Seeing this trend, my
research interest lies in the social media have effect and influence on individual
voters. Political information exchanges have been driven not by the government but
by third parties, which is mostly the citizens and the foundations or non-profits
organizations looking for encouraging the increased participation of young
generation in Indian politics. Therefore, social media used in politics is bringing
together the public through its rapid and two-way interaction.
The restructuring of social media’s inter-personal communications is revamping the

political environment. The major change is an increase in public participation
Secondly, the communications between the government and public have chan ged to
direct contact from indirect communication. The pace at which public opinion
develops today is faster than that in the past. Instead of depending on the mass
media, the citizens can directly express views and opinions to the politicians on
Facebook or Twitter. The political likeliness for a political party or political
candidate is not simply a result of Internet or social media usage. There are also
8
prehistoric signs of psychology and similarity that shape political views and beliefs
among citizens Finally, the citizens are the main force for public opinions unlike in
past when the government or few opinion leaders could dominate public discourse.
Social media has paved the way for citizens as being journalists and made it
challenging for the officials to control the information. For instance, Twitter first
posted the news of the death of Osama Bin Laden even before the US government
openly confirmed it.
1.3 Social Media - World Politics

According to Boyd and Ellison (2007), in general sense, social media are the
networking sites, which are internet-based applications that allow the users to create
a public profile within the secure and closed system, have a list of users whom they
have relationship with and can view their own friends list and that of others within
the system.
The successful U.S presidential campaign of Barack Obama proved social media to
be an integral part of the campaigning kit (Tumasjan, Sprenger, Sander & Welpe,
2012). Various platforms like Facebook, YouTube and Twitter specifically were
used to pass on the opinions and views of the Obama on important issues to his
followers and supporters. The tools were used to a great extent to win over the voters
and keep the supporters updated. Some analysts even attribute the victory of Obam a
to his online strategy (Tumasjan et al. 2011). Similarly, social media became the
driver for the British elections during year 2010 and were ‘the first social media
elections’ (Arthur, 2010). Later in year 2011, social media entered the Dutch politics
also, where political parties used social media platforms for campaigning during
their general elections.
1.4 Social Media – Indian Politics

India’s large and increasing population along with the increasing mobile density,
especially in urban areas, has stirred a remarkable growth in the number of people
online. Moreover, as the middle class in the country expands, more and more Indians
are expected to get online. The number of social media users is also increasing.
However, the traditional media is still significant in India. Indian metro cities are
9
the centres for the digital outburst but the effects are yet to reach the more rural parts
of the country.
Social media is such a comprehensive terminology that it covers a large range of

networking websites. However, the one of the similarities between these websites is
that it allows an individual to interact with the website and interaction with o ther
people. Several of the social media websites are:
 Social Bookmarking- it relates to the people by marking websites and searching

through websites bookmarked by various other people.
 Social News- Networking by voting for articles and marking and discussion on
them.
 Social Networking- it includes addition of friends, commenting on profiles,

joining groups as per personal likings and having discussions in forums.
 Social Photo and Video Sharing- Networking by sharing photos or videos with
contacts and remarking on the other user submissions.
 Wikis- addition of the new articles and checking existing articles.

 Blogs - A type of website which is typically upheld by an individual with regular
entries of observations, explanations of events or other material such as visuals.
The social media is not just limited to these broad categories. Any website that
invites individuals to interact with it and network with other existing or new users
comes under the definition of social media. These sites unlike all other sit es have its
own importance and use.
Political information exchanges have been driven not by the government but by third
parties, which is mostly the citizens and the foundations or non-profits organizations
looking for encouraging the increased participation of young generation in Indian
politics. Therefore, social media used in politics is bringing together the public
through its rapid and two-way interaction.
The Internet and social media usage is certainly an evolving force in Indian politics,
this gives rise to a key question: whether this rise is good for Indian politics or not.
While discussing the effect of the Internet on politics, Nelson (2010) argues that the
Internet’s power to disseminate information has created an environment in which
10
any individual can possibly find and motivate like-minded people to take political
actions.
Additionally, just how effective the use of social media can be on the electoral front
in India was displayed when the Aam Aadmi Party (AAP) Party won and got elected
in power for Delhi in December 2013. As many people have ability to influence their
families, that’s what happened here, when kids who were active on social media
asked their parents to vote in favour of AAP part instead of congress after reading
facts on social media. Moreover, the report released by the Internet and Mobile
Association of India. Social media in the next general elections will most likely
influence these high impact constituencies where the Facebook users account for
over 10% of the registered voting population (Indexoncensorship.org, 2014).
Since independence for many years, election campaigns in India were designed
around public rallies, public welfare schemes, and public related events or in the
form of television or radio advertisements. Therefore, with political discussion now
taking place on social media sites such as Facebook and twitter give rise to a relevant
question: could activities on these sites be a predictor of election results and prove
to be an actual game changer by influencing voters in India. And is the use of th ese
sites as a platform for political deliberations effective. And if so, to what extent can
it be influencing in changing the decisions of the Indian registered voters.
Colin Delany stated in the Huffington post article, that in political world the Intern et
could be used in many ways. It is highly adaptable and the use of it depends on the
purpose it’s being targeted for. For instance; it can be used for fundraising,
recruiting, mobilizing people, grassroots organizing, advertising, messaging and
geographic targeting. This is currently happening in India, as political parties and
candidates are trying to use the Internet to enrol new members, create larger
volunteer bases, and ask the Indian citizens for donations in addition to influencing
them for casting their votes in their support.
During 2014’s Indian lok sabha general elections, the political leader Mr. Narendra
Modi made use of social media to a great extent as compared to the opposition leader
Mr. Rahul Gandhi. Many people are attributing the win of Mr. Narendra Modi to
11
adaptation of technology of social media. For instance, the victory message by Mr.
Narendra Modi was the highest re-tweeted message on twitter in Indian history.
1.4 Social Media – Karnataka Politics

In the run-up to the 2018 Karnataka assembly polls, the three major political
parties—Congress, BJP and Janata Dal (Secular), or JD(S)—have deployed
considerable resources to strengthen their respective online platforms, especially
after the 2014 Lok Sabha elections, where a significant portion of the BJP’s success
was attributed to its online campaigns.
A 2017 study by Mumbai-based knowledge creation and management organization

Iris Knowledge Foundation states that out of the 543 Lok Sabha constituencies, 160
are “highly” influenced and another 67 are “moderately” influenced by social media.
Though there is no exact way to measure if they can be translated into votes, online
platforms like Facebook, Twitter, YouTube and WhatsApp are effective tools to
disseminate information to millions.
The BJP organised a mega social media conclave in Palace Grounds in August last
year, its leaders clearly knew of the significant role social media was going to play
in the upcoming election.
Eight months later, when the BJP set up a war room for poll campaign, the other
major parties, the Congress and the JD(S) promptly followed suit. For the first time
in the state, all the three parties appear to have taken social media as an effective
tool.
While the BJP and the Congress have set up their war rooms, in Malleswaram and
on Cunningham Road respectively, by deploying a mix of professionals and party
workers who spread messages on WhatsApp, Facebook, Twitter and YouTube, the
JD(S) has a small team of volunteers with IT background handling social media at
the party’s head office in Seshadripuram.
The high penetration of social media in Karnataka makes it an unmissable platform

for political parties. Balaji Srinivas, the convenor of the BJP's social media cell,
estimates that of the 4.9-crore voters in Karnataka, 3 crores have access to the
internet. “3.5 crore have access to smartphones; 2.5 crore have access to Facebook
12
and 2.4 crore can watch YouTube. With this kind of internet penetration, we can do
a lot of campaigning online,”.
“All parties now indulge in a good deal of segmentation, particularly along the
vector of economic segmentation,” said Naman Pugalia, director at Fourth Lion
Technologies, a firm that helps politicians and political parties use data, analytics
and technology in election campaigns. He was referring to how political parties have
different campaigns for different classes of people. A growing number of internet
and smartphone users between the ages of 18-35 help the process. Divya Spandana,
the head of the Congress’ social media and digital communication wing, has said
that online campaigns help increase footfalls at offline events as well.
Even though they engage private online marketing companies, political parties are
cautious about sharing details, especially since the allegations around Cambridge
Analytica, a data mining firm that is accused of misusing millions of Facebook
users’ data to influence elections. While the Congress says it does not engage a
private company, the JD(S) is working with an unnamed Pune-based firm, according
to its team members, and the BJP employs the services of Rajneethi Political
Management Consultants and Association of Billion Minds—a network of people
who worked with the BJP’s 2014 campaign. The parties hire professionals who are
paid between Rs50,000 to Rs1.5 lakh per month.
Other platforms such as the mobile app such as the NaMo app and the Siddaramaiah
app, which is used by party workers to get authentic information for offline
campaigns.
13
Fig 1.1 Social Media Stats of Political Parties
14
Chapter -2: Research Methodology
15
2.1 Literature Review
Defining Social Media
Graber (1996), Morris (2002), Han (2008) and Kaplan and Haenlein (2010)
have looked at the social media’s impact and influence, few have actually provided
an acceptable definition of the term of new media. In basic sense, new media is the
digital communication technology that is continuously evolving and developing and
has uncertain terms and uses Peters, (2009). It is associated with technology
relating to the Internet. Social media can be considered as a type of new media.
However, it is essential to note that social media might be characterized as a type of
new media; it has its own distinctive features. Social media use social networking
websites as its form of prime communication.
The social media has been defined by Boyd and Ellison (2009) as: “We define
social network sites as web-based services that allow individuals to
 Construct a public or semi-public profile within a bounded system,

 Articulate a list of other users with whom they share a connection
 View and traverse their list of connections and those made by others within the
system. (p211)”.
Social Media and Politics

Boyd and Ellison (2007), in general sense, social media are the networking sites,
which are internet-based applications that allow the users to create a public profile
within the secure and closed system, have a list of users whom they have relationship
with and can view their own friends list and that of others within the system.
Nelson (2010) argues that the Internet’s power to disseminate information has
created an environment in which any individual can possibly find and motivate like -
minded people to take political actions.
As per Claasen (2007) as per a model, citizens participate in a political process

when their vicinity calculations display a non-zero policy stake in the election
outcome. In other words, if an individual realizes his personal beliefs are not being
challenged by either of the candidate in the election, they will not participate.
However, if individual realizes a leader challenges his personal beliefs, they will be
16
willing to participate in the election. Claasen (2007) from the studies eventually
established that extreme policy motivated individuals participated in the political
process because of their extreme views regardless of the election, whereas vicinity
motivated individuals only participated when they had an alleged stake in the
outcome of the election
According to Han (2008), education is the main important variable followed by

income of the participants. An increased level of both the variables raises the
likelihood of voter participation in elections.
Sabato (1981) has reported that, during an election, each individual voter has five
primary choices. First is voting in favour of either party’s candidates. Second and
third choice is voting against the either party nominees. Finally, not voting at all for
any political candidate (p. 325).
Benny Geys (2008) mentioned several other reasons effecting voter choice.
Firstly, main elections tend to attract more voters than secondary parliament
elections. Secondly, some people have a greater prospect of showing up at the voting
polls. This holds true for richer or more educated individuals and women. Younger
voters, as well as the elderly are less expected to cast a vote. Thirdly, people try to
refrain to a large extent because they are feeling separated, that is, they feel th at no
party represents their ideas and beliefs. Fourthly, voters are more likely to show up
under comparative election systems and when the political candidates are in a highly
competitive race. And lastly, voters fail to cast vote for their true favourite s in order
to cast insincere or strategic ballot. According to
Gulatti and Williams (2011) - education, income, culture, age and urbanization
are all possible influences on a candidate’s Internet use. Around, one in three young
voters under the age of thirty-six rely on the Internet as their primary source of
attaining political information (Panagopoulos, 2010) .
Kushin and Yamamoto (2011) suggested that the growing online political
behaviour has been relatively accelerated by the latest emergence of new interactive
and media rich websites.
17
According to Tolbert and McNeil (2009), suggested that the internet become
more widely used information tool for gathering political candidate information,
therefore voters are more likely to be properly informed and later participate in the
political process. To sum it up all according to them, Internet can become the
medium to fill the void, which television and broadcast news could not.
According to Nguyen and Alexander (2010), the spread of Internet with people
encouraging them to increasingly share space, was, is and will continue to have a
negative impact on the individual and social consciousness. They asserted that on
the Internet the boundaries and identity formulation all dissolve (Earl and
Kimport 99).
The chief Executive of the Commonwealth Telecommunications

Organization, Prof. Tim Unwin , advised that a cautionary approach should be
taken towards social media. According to him, the technology, which is still not
universally accepted in political processes, will not create democracy however; it
can be used to help democratize a country. If the social media is not used
appropriately, it can lead to damaging errors and can in fact challenge democracy.
He also emphasized that social media can be misused as it has the power to change
the information flow on instant basis and this may not operate in best interest of the
people or democracy of India. This can be counter-democratic siting the examples
of rioting in parts of United Kingdom, which has been fuelled by th e use of social
media (Plenary, 2014).
Existing empirical evidence indicates that Internet is certainly connected with
political outcomes; this even includes situation political involvement, political
efficacy, knowledge and participation (Kushin and Yamamoto, 2010).
2.2 Statement of Problem

The use of social media in Indian politics is growing and it shows sign of future
upsurge. Furthermore, there is abundant research to show the importance of social
medial in political activities in India. However, what is less studied is the use of
social media in influencing an individual Indian voter and getting him/her to cast a
final vote. This research therefore will investigate the use of the two social media
tools Facebook and Twitter in particular, as a means to influencing and encouraging
18
individual voters in India to cast a ballot in 2018 Karnataka Legislative Assembly
elections
Also, with this research The impact of the latest usage of social networking
platforms on the voting decisions of Indian citizens by looking for effects between
various age group voters is evaluated. For this thesis, the major focus will be on
2018 Karnataka Legislative Assembly elections for Chief Minister selection. I will
focus on two sides within the decision-making process of Indian voters: the decision
of first time voters to participate in the elections (electoral participation) and the
effect of SNPs on various age groups (electoral choice). Both aspects are important
signs for the health of the election process, although in different ways. The first
indicates voter turnout of existing voters and new first-time voters, and thus the
acceptability of the elections. The second indicates that voters are either waiting on
information they are lacking or that they are disturbed by the information they are
receiving, thus indicating the importance of information flows during elections for
different age group people.
2.3 Problem Discussion

Although social media is growing in India, the weak Internet infrastructure is a
reason for dissent. Most of the people in India's rural areas still lives in an offline
world of text messaging and faxes with no or minimum access to internet. A report
by McKinsey found the rural Internet penetration rate to be just one twelfth of urban
Internet penetration rates. One of four people in India has never used the Internet;
they are just beginning to use a mobile. The impact as of now remains limited largely
to urban areas and well-off sections of the society.
When discussing social media, it is important to highlight the notion of anonymity,

which has become an issue for online communication. Some politicians have been
accused of boosting their popularity on social media with associations to followers
who don’t exist. Meanwhile, the Indian government has used the 2008 Information
Technology (Amendment) Act to increase monitoring and censorship of social
media.
Social media also raises the issue of authenticity. It is difficult to establish if political
leaders are writing the information themselves or is the data being posted online on
19
their behalf from specialist they have hired to influence voters. Are Indian voters
considering this fact while engaging or they are overlooking it?
Moreover, in the political domain it is important for the competing parties and
candidates to observe changes in information and communication flows during
elections. In such scenarios some groups get informed differently. There are also
many risks associated with it like lack of proper information; an overkill of
information or even misinformation and manipulation may enter the realm of
information exchange to people. It is therefore important to find out what the impact
of the use of social media platforms have been or is or could be on electoral decisions
of Indian citizens.
2.4 Scope of The Study

In Indian democracy, elections finalize political decisions. Since independence,
around 14 Karnataka Legislative Assembly have been formed through elections.
Indian political contests range from local races involving a few thousand people, to
chief minister elections that include over 60 hundred million registered voters.
Elections are evidently vital to the political campaigns and candidates, who are
running with the objective of getting victory, which are receiving most of the votes.
To achieve this, candidates must have their followers and supporters both cast a
ballot, and cast it in the favour of the contender. This research therefore, examines
what influence Facebook and Twitter had on voters when, as a social media platform
was used to send specific messages asking individual voters to cast their ballot
during 2018 Karnataka Legislative Assembly elections.
2.5 Research Methodology

The sample size for this study was 200 Karnataka Voters who were above the 18
years age who agreed to take part in the quantitative element of this research
investigation. The research was conducted using a cross-sectional quantitative
(Survey Questionnaire) design. Survey methodology is behaviour-oriented research
that focuses on the actions of the respondents. The overall research approach is
deductive in nature, as its main aim is to explore the previously researched
phenomena from a new and a different perspective and test the hypothesis that have
20
been based on the literature review of this research. Probability sampling technique
has been used to identify the sample from the overall population.
2.6 Research Objective
 To Identify various campaigns organised by political parties through Social Media

 To What is the effect of use of social media in political campaigns on Individual
voters in Karnataka
 To determine the influence of social media on younger generation during elections

 To determine the level of success of Social Media in engaging the first-time voters
in elections
2.7 Hypothesis
The evolution of social media has caused different opinions about the effect it has
during political elections. As these technologies evolve and change, their use by
citizens also evolves and changes. As a result, it become increasing challenging to
measure the influence these sources have on individual voters. These issues
contribute to the lack of acceptance for weather or not social media is an effective
tool for targeting voters during election in India.
During 2014 lok-Sabha elections in India, saw the increased use of social media
platforms. It revolutionized the election process. However, how effective the social
networking sites use was yet to be analysed. Furthermore, moving forward, how has
social media sources influenced the outcome of 2018 Karnataka Assembly Elections
political campaigns? Will social media have any kind of influence? Specifically:
what kind of effect do social media have on voter choice?
The hypothesis is constructed in this research from the existing literature on social
media’s role in electoral participation, voter behaviour and on general politics.
Based on the past research and the trends in India, Hypothesis:
21
H1: The existence of social media in a political campaign will positively
affect participation among voters aged 18-39.
H2: The presence of social media in a political campaign will positively

affect support of that candidate among voters 18-39.
The research is limited to the scope of registered voters in Karnataka who use
Facebook and Twitter as a social networking tool. The research also does not include
the discussion on political parties’ strategies, political campaigns and parties
standing on social issues. Although these play a role in influencing individual voters
and their decision to vote, are outside the scope of this research.
The scope of the study is limited to only two social media platforms, which are
Facebook and Twitter and particularly in Karnataka state. However, the data is also
gathered for other social networking sites – YouTube, Google+ and LinkedIn to have
a broader interpretation scope.
2.8 Sampling and Data Analysis

All the registered individual voters above the age of 18 years make to be the
population for this research. The convenient sampling technique of Nonprobability
sampling methods was used for collecting data in this research.
As the research was based on social media, it appeared apt to use social media to do
the survey. Besides, by doing so, we had assurance that the respondents had the
familiarity with social media portals and tools. The respondents included both
known and unknown people who chose to answer the questions in various forums
on social networking sites.
To have more answers to the survey, I have also made use of the snowball method
by asking the respondents to share the survey link with their own network of contacts
on social media or otherwise. This helped me to collect more data in specified time.
Sample Size
As per Barrett (2007), a sample size greater than 150 is essential in order to enable
an in-depth investigation during the research. Larger sample sizes generally lead to
22
increased accuracy when estimating the unknown parameters and variables. There
is only 4.5% chance in terms of margin of error when the sample size is chosen to
be 500 (Niles, 2006). Therefore, in order to have confidence in the survey results, a
large sample of around 200 respondents was chosen for this research. Given these
considerations.
Data Collection
The online survey was administered through Google Forms, for targeting 200
respondents survey links were distributed through Facebook and WhatsApp.
This study used the quantitative methods of data collection. The research used both
the Primary and secondary research data. As a primary source the data was gathered
for this study directly from the respondents through a survey questionnaire with
close-ended multiple-choice questions with ordered responses. To ensure accuracy
of the results, importance was laid on proper survey construction. Further, the
instructions to fill and submit the survey were presented at the start of the survey.
In the survey questions a five-point Likert type scale was used to establish the
intensity of agreement and disagreement from the respondents. Moreover, the
survey’s numerical style permitted the statistical analysis of the survey results.
The use of this primary data collection allowed to address specific concerns to
citizens about their use of social media and how these platforms spe cifically
influence their final election voting decision-making process. This was the critical
part of the dissertation as it’s the base of the findings. Furthermore, using primary
data provided me better control on the gathering of the information from
respondents.
Respondents were invited to fill the survey online by emails and links were sent
through posts on social networking sites such as Facebook, and WhatsApp on
individual basis to many.
Secondary resources included collection of information from already published

articles, journals, and any other available literature along with the key trends and
results published.
23
Data Analysis Procedures
Since the survey had used various measurements levels, the analysis provided
categorical responses but also ordinal responses (such as 5-point Likert Scale)
Microsoft Excel and SPSS software to analyse the data the questions. The use of
Microsoft Excels and its various charts along with SPSS software was made for
collecting the raw data from the survey and later interpreting and analysing the
results to answer the survey’s main research questions.
24
Chapter -3: Data Analysis
25
3.1 Data Analysis – General
3.1.1: Population of Karnataka
Tab. 3.1.1 Population (Projected 2018)
Population Electoral
SEX
(Projected 2018) Population (2018)
MALE 34434169 25675579
FEMALE 33687691 25009904
TOTAL 68121860 50685483
Fig. 3.1.1 Population (Projected 2018)
26
3.1.2: Age spectrum of the Population
Tab. 3.1.2 Age spectrum of the Population
Age Range Population Percentage

18 to 19 23.90 4.71%
20 to 29 62.96 12.42%
30 to 39 81.71 16.12%
40 to 49 81.78 16.13%
50 to 59 77.72 15.33%
60 to 69 73.52 14.51%
70 to 70 57.27 11.30%
Above 80 48.00 9.47%
506.85 100.00%
Fig. 3.1.2 Age spectrum of the Population
27
3.1.3: Constituency Statistics of Karnataka
3.1.3 Constituency Statistics of Karnataka
CONSTITUENCY STATISTICS
GEN SC ST
ASSEMBLIES (224)
173 36 15
MALE FEMALE TOTAL
CONTESTANTS
2434 221 2655
POLLING BOOTHS 56696
3.1.3 Constituency Statistics of Karnataka
28
3.1.4 2018 Karnataka Assembly Election Schedule
Tab. 3.1.4 2018 Karnataka Assembly Election Schedule
Event 222 RR Nagar Jaynagar

Constituencies
Date for nominations Tue, April 17, Tue, April
2018 17, 2018
Last date for filing Tue, April 24, Tue, April Fri, May 25,
nominations 2018 24, 2018 2018
Date for scrutiny of Wed, April 25, Wed, April Sat, May 26,
nominations 2018 25, 2018 2018
Last date for withdrawal of Fri, April 27, Fri, April 27, Mon, May 28,
candidatures 2018 2018 2018
Date of poll Sat, May 12, Mon, May Mon, June 11,
2018 28, 2018 2018
Date of counting Tue, May 15, Thu, May Fri, June 15,
2018 31, 2018 2018
Date before which the election Thu, May 31, Thu, May
shall be completed 2018 31, 2018
Fig. 3.1.4 2018 Karnataka Assembly Election Schedule
29
3.1.5 2018 Karnataka Assembly Election Results
Tab. 3.1.5 2018 Karnataka Assembly Election Results
Party BJP INC JD(S)

Alliance JD(S) + BSP
Leader B. S. Yeddyurappa Siddaramaiah H. D. Kumaraswamy
Leader's seat Shikaripura Badami Channapatna
Seats won 104 80 37 + 1 (BSP)
Fig. 3.1.5 2018 Karnataka Assembly Election Results
30
3.1.6 2018 Karnataka Assembly Election Voters Turnout
Tab. 3.1.6 2018 Karnataka Assembly Election Voters Turnout
Sl. District Turnout in 2008 Turnout in 2013 Turnout in 2018

No. Assembly assembly Assembly
Male Female Total Male Female Total Male Female Total
1 Belgaum 73.2 69 71.1 76.38 72.88 74.67 77.78 74.52 76.17
2 Bagalkote 69.6 65.5 67.58 74.02 71.83 72.94 76.05 73.36 74.74
3 Bangalore 51 48.8 49.87 57.21 57.58 57.38 55.20 54.28 54.72
Urban
4 Bangalore Rural 80.5 76.4 78.46 83.77 81.16 82.49 85.00 83.06 84.03
5 Bellary 68.7 64.8 66.76 74.89 71.41 73.16 75.62 72.96 74.13
6 Bidar 57.4 56.9 57.18 66.12 66.78 66.43 67.84 67.94 67.66
7 Bijapur 61.4 58.7 60.06 66.99 65.07 66.07 70.77 68.44 69.63
8 Chamarajnagar 75.4 72.3 73.83 79.54 77.73 78.65 83.21 81.15 82.44
9 Chickmagalur 73.3 69.6 71.46 76.76 74.15 75.47 79.29 77.49 78.35
10 Chikkaballapur 81 76.6 78.8 84.64 82.35 83.5 85.62 82.77 84.19
11 Chitradurga 70.3 65.5 67.89 77.64 75.62 76.65 82.00 80.09 81.22
12 Dakshina 73.7 73 73.32 74.59 74.38 74.48 77.50 78.12 77.66
Kannada
13 Davanagere 73.2 68.4 70.78 77.77 74.13 75.98 76.60 75.90 76.32
14 Dharwad 67.7 61.1 64.37 70.33 63.86 67.16 73.92 69.31 71.64
15 Gadag 68.6 62.8 65.66 74.55 71.17 72.9 75.87 73.41 74.81
16 Gulbarga 57.6 54.8 56.2 64.9 62.54 63.75 64.20 62.97 62.68
17 Hassan 76.5 74.8 75.65 79.3 78.23 78.77 81.48 81.39 81.48
18 Haveri 73.3 69.3 71.31 81.18 78.51 79.91 81.83 79.29 80.47
19 Kodagu 65.9 64.6 65.26 74.04 72.52 73.27 75.08 75.29 74.90
20 Kolar 72.7 69.2 70.93 82.55 80.37 81.47 82.49 80.28 81.39
21 Koppal 65.2 59.7 62.46 74.72 72.22 73.48 79.70 74.71 76.12
22 Mandya 74.9 72.7 73.8 78.7 77.27 77.98 83.12 82.37 82.53
23 Mysore 69.7 64.4 67.03 67.32 64.3 65.83 75.97 73.79 74.88
24 Raichur 57.3 50.9 54.07 66.73 62.95 64.83 67.79 63.89 65.80
25 Ramanagaram 77.4 75.3 76.32 84.09 81.78 82.94 85.20 83.63 84.55
26 Shimoga 71.8 68.4 70.12 75.97 73.53 74.76 79.08 77.04 78.06
27 Tumkur 76.4 73 74.69 80.43 78.19 79.32 83.60 81.39 82.51
28 Udupi 74.7 76.9 75.8 75.44 76.8 76.15 77.24 80.37 78.86
29 UttaraKannada 70.1 67.5 68.76 73.9 73.41 73.66 78.53 77.95 78.24
30 Yadgir 58.6 55.7 57.16 65.76 64.07 64.92 66.86 64.63 65.84
State Total 66.33 63.23 64.78 71.84 70.1 71 72.77 71.08 71.91
31
3.2 Data Analysis – Questionnaire
The sample used for my research is made up of 200 respondents representing citizens
majorly from South Karnataka However, the target population for the research was
citizens who are 18 years and above
3.2.1: Age spectrum of the Respondents

As seen in figure 3.2.1 below, 62.50% of respondents are between 18-29 years old.
This indicates the younger generation citizens of India. Around 32% of the
respondents are between 30-39 years of age in this analysis.
Tab. 3.2.1 Age spectrum of the Respondents
Age Range Responses Percentage

18 to 29 125 62.50%
30 to 39 32 16.00%
40 to 49 20 10.00%
50 to 59 10 5.00%
Above 60 13 6.50%
200 100.00%
Fig 3.1 Age Spectrum of Respondents
18 to 29 30 to 39 40 to 49 50 to 59 Above 60
7%
5%
10%
16% 62%
32
3.2.2: Gender Profile of the Respondents
The gender profile indicates that out of 200 respondents, 58.50% of the respondents
are male and 41.5% are female. Majorly these respondents are for South side of
Karnataka.
Tab. 3.2.2 Gender Profile of the Respondents
Sex Responses Percentage

Male 117 58.50%
Female 83 41.50%
Other 0 0.00%
200 100.00%
Fig. 3.2.2 Gender Profile of the Respondents
33
3.2.3: Marital Status of the Respondent?
Marital Status of the Respondent indicates that out of 200 respondents, 61% of the
respondents are unmarried and 39% are married.
Tab. 3.2.3 Marital Status of the Respondents
Marital Status Responses Percentage

Unmarried 122 61.00%
Married 78 39.00%
200 100.00%
Fig. 3.2.3 Marital Status of the Respondents
34
3.2.4: Highest Level of Education of the Respondent?
It can be seen from Figure 3.2.4 included below, the major 55% of the respondents
are holding Bachelor’s degree. These people are the ones who take more interest in
general discussions and forums online on social media compared to other citizens.
As these are the individuals who get affected most by any policy change in general.
Tab. 3.2.4 Highest Level of Education of the Respondents
Highest Level of Education Responses Percentage

Up to 12th Standard 7 3.50%
Bachelor's degree 110 55.00%
Master's degree 75 37.50%
Doctoral or Professional 8 4.00%
degree
200 100.00%
Fig. 3.2.4 Highest Level of Education of the Respondents
35
3.2.5: Occupation of the Respondent?
It can be seen from Figure 3.2.5 included below, the major 53.6% of the respondents
are working professionals doing job in Government or Private sector. These people
are the ones who take more interest in general discussions and forums online on
social media compared to other citizens. As these are the individuals who get
affected most by any policy change in general
Tab. 3.2.5 Occupation of the Respondent
Occupation Responses Percentage

Student 69 34.16%
Government Employee 20 9.90%
Private Sector Employee 87 43.07%
Self Employed 13 6.5%
Others 11 5.50%
202 100.00%
Fig. 3.2.5 Occupation of the Respondent
36
3.2.6: Region of the Respondents?
This indicates that out of 200 respondents, 80.2% of the respondents are South
Indians.
Tab. 3.2.6 Region of the Respondents
Which Part of India Responses Percentage

do you belong to?
North India 25 12.38%
South India 162 80.20%
East India 5 2.48%
West India 8 3.96%
200 99.01%
Fig. 3.2.6 Region of the Respondents
37
3.2.7: Monthly household income of the Respondents?
The major 50.50% of the respondents belong to Middle class family with Monthly
household income ranging from ₹ 10,000 to ₹ 50,000. These people are the ones who
take more interest, as these are the individuals who get affected most by any policy
change in general
Tab. 3.2.7 Monthly household income of the Respondents
Monthly household income Responses Percentage

Upto ₹ 10,000 38 19.00%
₹ 10,000 to ₹ 50,000 101 50.50%
₹ 50,000 to ₹ 1,00,000 43 21.50%
Above ₹ 1,00,000 18 9.00%
200 100.00%
Fig. 3.2.7 Monthly household income of the Respondents
38
3.2.8: Which social media platforms are you active on?
Figure 3.2.8 from below shows that 83% of the respondents’ access Facebook, 59%
confirmed to being active on Instagram, 30% on Twitter and 45% being active on
Google+. This indicates that popularity of Facebook is the strongest in social
networking platforms as compared to Twitter, LinkedIn or Google+. Also, 5% of the
respondents are the ones who are not using any of the social media platforms making
them the non-active group on social media.
Tab. 3.2.8 Which social media platforms are you active on?
Social Media platforms Responses Percentage

Instagram 118 59.00%
Twitter 60 30.00%
Google+ 90 45.00%
Facebook 166 83.00%
Do not use social media 10 5.00%
Fig. 3.2.8 Which social media platforms are you active on?
39
3.2.9: How often do you use the following social platforms?
According to the data in figure 3.2.9 below, Facebook (90.36%) is the social
networking site that is accessed on daily basis compared all other three social
networks. It is interesting to note that 31.67% of the respondents never visit twitter.
Comparing this data with result of Q.8, although 30% of the respondents are
registered on Twitter but they choose not to visit it ever. Daily usage of Instagram
is 45.76% by the respondents and nearly 35.56% of the respondents use Google+
also on daily basis. Google+ is the second social media platform that is never visited
by the individuals of this survey.
Tab. 3.2.9 How often do you use the following social platforms?
Daily Once or Twice a week Once in Fortnight Rarely Never

Instagram 54 32 18 9 5
Twitter 16 10 7 8 19
Google+ 32 18 14 11 15
Facebook 150 8 5 3 0
Fig. 3.2.9 How often do you use the following social platforms?
40
3.2.10: Did you ever vote before 2018 Karnataka Assembly Elections?
The figure 3.2.10 represents that from the 200 respondents; over 8% of the citizens
were not the registered voters for 2014 general elections. These are the first -time
voters for 2018 Karnataka Assembly Elections. Overall 68% of citizens among the
respondents have voted prior to 2014 general elections. This means they are aware
of the process of political campaigning and are used to some or the other form of
communication medium for receiving political updates. Around 24% of the voters
have not voted before 2018 Karnataka Assembly Elections. The reason behind this
is either they were not 18 years of age during 2014 elections or they choose not to
participate deliberately or were not able to cast a ballot owing to any situation.
Although being registered voters, it does not mean that individuals for sure are
exercising their right to cast a ballot.
Survey findings reveal a significant relationship between those with Facebook and
twitter accounts and registered voters. A relatively low 30% of survey participants
had a Twitter account, but of those, 70% were registered voters and represent lit tle
more than one-third of 18-39 adult populations. This discloses that a large segment
of the population is not reached by this medium despite having a broad awareness
among the consumers. The social media messages had a positive impact on these
first-time voters who wanted to hear the views of leaders they supported directly
from the source.
Tab. 3.2.10 Did you ever vote before 2018 Karnataka Assembly Elections?
Responses Percentage
Yes 136 68.00%
No 48 24.00%
Not eligible 16 8.00%
200 100.00%
Fig. 3.2.10 Did you ever vote before 2018 Karnataka Assembly Elections?
41
3.2.11: Did you vote in 2018 Karnataka Assembly Elections?
This survey indicated a representative sample of voter turnout rate. Around 86%
respondents specified that they have voted in the 2018 Karnataka Assembly
Elections and around 14% said to have abstained from casting a ballot. However,
according to Tourengeau & Yan (2007) it is common practice to find higher claimed
turnout rates than the actual participation and this is owing to the social desirability
and wants to please the researcher or is due to the combination of this along with
certain memory problems.
Tab. 3.2.11 Did you vote in 2018 Karnataka Assembly Elections?
Yes 172 86.00%
No 28 14.00%
200 100.00%
Fig. 3.2.11 Did you vote in 2018 Karnataka Assembly Elections?

According to Brody and Sniderman (1977),
voter turnout in elections lasts over time. A
citizen who has voted is more likely to vote in
the future elections. However, this pattern is a
widespread phenomenon, but it is
inadequately understood. On one hand a voter
may turnout out of a habit formation to cast a
ballot whereas on the other hand he may
repeat the decision of voting or abstaining
from voting merely because his/her cost of
benefits of voting are static over the time.
However, when voting is done based on a
habit formation, the likelihood of repeat
voting in future is tremendously increased.
Habit formation is directly related to the voter
turnout persistence.
42
3.2.12: What would be most appealing to you when deciding to vote for a
certain politician or political party?
It is clear from the figure 3.2.12 below, that 54% of the respondents choose
Candidate to the most appealing factor when they are deciding to vote for a politician
or a political party followed by Political Party (49%), Anti-incumbency (22%),
leaving Manifesto to be least appealing factor on the Likert scale with (20%).
Tab. 3.2.12 What would be most appealing to you when deciding to vote for a
Strongly
Strongly Agree Agree Neutral Disagree
Disagree
Anti-incumbency 44 56 70 17 13
Political Party 98 75 12 10 5
Candidate 108 55 26 4 7
Manifesto 40 51 72 22 15
Fig. 3.2.12 What would be most appealing to you when deciding to vote for a certain
politician or political party?
43
3.2.13: What would be most appealing method of CAMPAIGNING
followed by a certain politician or political party?
It is clear from the figure 3.2.13 below, that 45.5% of the respondents choose updates
on social media to the most appealing medium when they are deciding to vote for a
politician or a political party followed by Television (33%), public rally (28%),
leaving Radio to be least appealing on the Likert scale with (6%). Seeing that
Television is among the top two appealing choices to the consumer, it can be
concluded that traditional media is undoubtedly playing a significant role in shaping
the political views and opinions of Indian citizens. Despite traditional media being
one of the preferred, content on social media have an influence on the voting
decision in some or the other way.
Tab. 3.2.13 What would be most appealing method of CAMPAIGNING

followed by a certain politician or political party?
Strongly Strongly
Agree Neutral Disagree
Agree Disagree
Television 66 55 44 18 17
Radio 12 42 95 33 18
Public Rally 56 98 26 16 4
Social Media 91 66 23 12 8
Fig. 3.2.13 What would be most appealing method of CAMPAIGNING followed by a

44
3.2.14: How important do you think it is for a politician or a political
party to be active on social media platforms?
37% of the respondents think it is very important for a politician or a political party
to be active on social networking sites. Merely 8% of the respondents think it is not
important for politicians to make profiles on social networking sites and share
updates and their views with the users online. 32% of the respondents consider this
to be important.
Tab. 3.2.14 How important do you think it is for a politician or a political party
to be active on social media platforms?
Not Important 16 8.00%
Somewhat Important 46 23.00%
Important 64 32.00%
very important 74 37.00%
200 100.00%
Fig. 3.2.14 How important do you think it is for a politician or a political party to be
active on social media platforms?
45
3.2.15: Do you follow political campaigns on social media?
As seen in figure 3.2.15 below, 63% of the consumers said that they follow political
campaigning on social media platforms. This use of social media for gathering
political information is highly promising. Accessing political content from social
networking sites like Facebook, Twitter, Instagram and Google+ shows the signs of
increased chances of a voter turning out for next elections to cast a ballot
Tab. 3.2.15 Do you follow political campaigns on social media?
Yes 126 63.00%
No 74 37.00%
200 100.00%
Fig. 3.2.15 Do you follow political campaigns on social media?
46
3.2.16: Were the candidate’s profiles or pages on social media helpful in
learning more about them during 2018 Karnataka Assembly Elections?
From the figure 3.2.16, it is visible that nearly 51% of the respondents felt social
media helped them in learning more about the candidate and opposition leaders
during 2018 Karnataka Assembly Elections. However, major portions of the
respondents i.e. 22.5%, were unsure if social media helped them in any way to gain
more knowledge of the political candidate. This research also shows that obtaining
political information through online forums on social networking sites such as
Facebook and Twitter can stimulate political engagement
Tab. 3.2.16 Were the candidate’s profiles or pages on social media helpful in
learning more about them during 2018 Karnataka Assembly Elections?
Yes 103 51.50%
No 52 26.00%
Maybe 45 22.50%
200 100.00%
Fig. 3.2.16 Were the candidate’s profiles or pages on social media helpful in learning
more about them during 2018 Karnataka Assembly Elections?
47
3.2.17: Did you become reliant on social media for political updates
during 2018 Karnataka Assembly Elections?
The quantitative survey analysis results show that 62% of the respondents who are
active on social networking sites relied heavily on social media in order to gain
information about main political candidate and opposition leaders. However, from
the survey above it is evident that the respondents utilized Facebook much more
than other types of social media platforms.
Social media is breaking present notions and boundaries. It is helping the individuals
to extensively access the profiles of politicians, consider their personal beliefs,
opinions and viewpoints under a microscope.
Tab. 3.2.17 Did you become reliant on social media for political updates during
2018 Karnataka Assembly Elections?
Yes 124 62.00%
No 76 38.00%
200 100.00%
Fig. 3.2.17 Did you become reliant on social media for political updates during 2018
Karnataka Assembly Elections?
48
3.2.18: Would you be influenced to vote for a politician based on the
content you have read about him/her on social media?
As presented in figure 3.2.18 below, 48% of the respondents would be influenced to
vote in favour of a politician based on the information and content they have read
on social media about him/her. This is an interesting fact to note from the perspective
of future elections, in future the citizens can be motivated through these social
mediums to cast their final votes. There is a huge potential for politicians to explore
on social media.
Tab. 3.2.18 Would you be influenced to vote for a politician based on the
content you have read about him/her on social media?
Yes 96 48.00%
No 58 29.00%
Maybe 46 23.00%
200 100.00%
Fig. 3.2.18 Would you be influenced to vote for a politician based on the content you
have read about him/her on social media?
49
3.2.19: Would you withdraw your support for a candidate and vote for the
opposing candidate after reading something on social media?
As per the figure 3.2.19 graphical data, only 34% of the respondents agreed to
withdraw their support for the candidate they like and vote for the opposing
candidate after reading something negative about their candidate on social media.
Around 46.5% of the voters have said to stick to their candidate even after negative
publicity on social media. This indicates that citizens have their own opinion on
political matters and they are not easily altered through some feeds of social media.
Therefore, even if an opposition leader tries to misuse social media to influence
voters to cast vote in their favour through manipulation it would not work.
The voters have the filters to understand and interpret the data provided to them.
They are not getting under the influence of negative publicity. It has often been said
that the most disliked candidates surprise and wins the elections often as compared
to the liked candidates.
Tab. 3.2.19 Would you withdraw your support for a candidate and vote for the
opposing candidate after reading something on social media?
Yes 68 34.00%
No 93 46.50%
Maybe 39 19.50%
200 100.00%
Fig. 3.2.19 Would you withdraw your support for a candidate and vote for the opposing
candidate after reading something on social media?
50
3.3 Hypothesis
H1: The existence of social media in a political campaign will positively
affect participation among voters aged 18-39.
To test thesis hypothesis two questions were asked during the quantitative survey
online – first the age of the respondent and secondly what inspired him to vote during
the 2018 Karnataka Assembly Elections. Additionally, another question was asked
if the respondent had voted before 2018 elections. This was done to analyse how
many first-time voters were part of 2018 elections and how many among them were
young adults and how many of those young adults got inspired to vote because of
political campaigning on social networking sites. These categorical variables and
scale variable, which were compared against each other to test the hypothesis. The
survey analysis results conclude that hypothesis one is supported by these results.
All the voters who were answered being inspired and motivated in 2018 Karnataka
Assembly Elections fall under the age group of 18-39. All the other respondents
above the age of 39 were either motivated to vote because of the political par ty
leader, political rally, political event or they did not vote at all. The presence of
social media in political campaigning positively influenced the population between
18-39 years age group. This occurred as many of the voters were first time voters
and they looked up to social media for information on the candidates. The male
voters were influence more by social media updates compared to female voters.
H2: The presence of social media in a political campaign will positively

affect support of that candidate among voters 18-39.
To test thesis hypothesis two questions, which were asked, were based on support
decisions choices of individual voters in India. Two scenarios were presented to the
respondent. First, if the respondent reads something about a poli tical candidate
online on social networking sites, which reflects a positive view, will he be
influenced to vote in favour of the candidate? Second, if the respondent came across
negative content about the leader he supports on social networking sites woul d he
withdraw his support for him and vote for the candidate in opposition. With the
results from the survey analyses it can be concluded that the findings do support this
second hypothesis that the presence of social media in a political campaign will
51
positively affect the support of that candidate among voters between age group of
18-35. From 200 respondents around 41.4% of the voters from 18-39 years age
group stated that they would not change their decision of their support for a
candidate even after reading a negative review of him on social media sites.
Furthermore, around 48.4% of the voters from 18-39 years age group stated that
they could be influenced to vote for a candidate on basis of the content they have
read about him/her on social networking websites.
52
Chapter -4 Conclusion and Recommendation
53
4.1 Conclusion
Social networking websites are becoming more and more extensively used as a latest
channel for posting, finding and sharing information and content in India. This
research highlighted that these innovative developments are embraced more by
younger generations while older generations are still lagging in India. In the
intelligence exchange process, which is necessary for an election political campaign,
traditional media and public opinion still take a significant position in India. Social
media updates still are in its nascent stage of growth. Not only the scope of online
social networks is larger and undoubtedly with more contradictory opinions but also
the political communication reaches people in a different way. Messages and the
information and opinions can come through numerous times a day either by friends,
relatives or unknown persons.
In this research focuse was on the potential value of social networking sites use and
activity on electoral voter engagement and participation. The survey was analysed
using Microsoft excel and SPSS, it has highlighted some interesting results and
findings.
 The number of respondents who are actively using one or more social
networking sites is huge and has increased potential of growth in future from
political aspect. Most of the respondents stated to be using these social media
websites on weekly basis or even more often and on daily basis. This is the
very first step for social networking sites to be influential. However, there is
an age prejudiced in the respondent’s sample size, which is even more
strengthened by the already higher usage and activity level of younger
generation in India.
 Although most people don’t seem to be influenced by the political news and
content on social media sites, they became heavily reliant on the political
updates of social media during 2018 Karnataka Assembly Elections. They
make a note of and observe political content on these sites on regular basis.
The respondents agreed to consider social media updates to be appealing to
them after television being the next medium of information in terms of
appeal. They also showed trust in traditional media with presence of new
54
media. However, this development is the first step for social media to be
influential on voter’s decision-making process. It was expected to get much
diverse opinion from respondents in terms of the mediums that appeal to
them, however, the survey resulted in close ties between traditional medium
and new mediums.
 The participation in elections was not related to be a member of any of the

social networking sites or being an active user of these platforms. Although
social media bridges the age gap, does not discriminate between different
demographic groups or political engagement of users, it does not appear to
be having influence on changing the final casting vote of a citizen in India.
At least during this research no such proof was found for it. The reason
behind this might be taken from the fact that social media did not inspire or
motivate the citizens during 2018 Karnataka Assembly Elections to cast their
final ballots; it was the candidacy of the leader, which motivated them. This
was the strongest influenced that decided the outcome of the result during the
latest elections.
 The choices of support of citizens are not altering easily. They stated that
they would still be supporting the candidate they like even if something
negative is published about the candidate on social media sites. They will not
shift to cast a vote in favour of the opposition leader from this event. But the
respondents considered it to be of utmost important for a political leader to
have a user profile on these social networking sites.
The survey did a good job of apprehending the core of the research issue. Overall
from this research it can be concluded that use of social networking sites in la test
elections of 2018 had limited effect on individual voters. The younger generation
was influenced more on political matters as compared to older generation. Moreover,
the survey has indicated that social media was highly successful in engaging the
first-time voters in election as these voters are young adults mainly who have
recently turned 18 and their usage activity of social media is regular, it would be
more accurate to say that they use social media on daily basis. However, social media
did not considerable increase voter participation in elections. The respondents
55
mainly chose to vote based on the political leader who was running during this
election however, respondents certainly relied on social media for regular updates
and news feeds. Also, both original hypotheses are supported by the survey result
findings. The younger generation adults who are fed-up with issues that does not
line up with them believes are more receptive to social media encouragement during
elections. Social networking sites offers political candidates and parties a new
possibility and option to market themselves, which could be more valuable in long
run as compared to use of traditional communication and marketing mediums.
4.2 Recommendations
As the most of respondents described that the content they have read on social media
site would have no effect on their action of final voting, further study could
investigate why this has transpired, and if these mediums were to be used in future
political campaigns to encourage voting, can the response be improved. Also, this
research could include not only what messages are effectual to encourage voting but
also which other social media sites are successful. However, it would be important
to know the demographic structure of these social media sites. It would also be
important to learn if messages intended to encourage voting have the same weight
on each of these social networking sites.
The practical implications of this survey finding are vast. Currently the political
campaigns make decisions based on cost incurred to receive a vote by using various
mediums. However, as social media is relevantly new the figures of how much it
costs in actual to receive a vote through this medium is not available. This study
provides a general framework of how individual’s behaviour is affected by social
media and the level of importance of tool for them. Hence, estimations of cost can
be made based on this.
Social media should be a significant constituent of a 360-degree election campaign.

Mere presence should not be maintained on social media platforms, rather it should
be utilized to understand and identify what political topics are in discussion and in
what context politicians and public is monitoring the parties.
56
 Sentimental analysis on various political issues and viewpoints will give a
better idea to the politicians on topics they should choose to highlight and
talk about.
 The research showed even though they do not trust every single detailed
about a political leader they like on social networking sites, they still consider
it to be very important for the politician to have his profile on the networking
sites. It is hence an important channel for political leader to publicize his
viewpoint to public.
 Campaigns could be launched to encourage voter participation among that as

various studies over time has showed a relation between interests of parents
in politics with likelihood of a child to vote in future. This is because in such
a situation parents will talk to their children about politics and importance of
casting a ballot.
57
Bibliography
58
Books
 Anderson, C. and Stephenson, L. (2010). Voting behaviour in Canada. 1st ed.
Vancouver: UBC Press.
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Westview Press
 Field, A. (2005). Discovering statistics using SPSS. 1st ed. London: Sage
Publications.
Journals
Achterberg, P. and Houtman, D. (2006). Why do so many people vote ‘unnaturally’?
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Claassen, R. (2007). Campaign activism and the spatial model: Getting beyond
extremism to explain policy motivated participation. Political Behavior, 29(3),
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Dyrby, S. and Jensen, T. (n.d.). Exploring Affordances of Social Media Use in

Election Campaigns: What Political Parties Want to Facilitate, Project and Create.
Han, G. (2008). New media use, sociodemographics, and voter turnout in the 2000
presidential election. Mass Communication & Society, 11(1), pp.62--81.
Kushin, M. and Yamamoto, M. (2010). Did social media really matter? College
students' use of online media and political decision making in the 2008 election.
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Safranek, R. (2012). The Emerging Role of Social Media in Political and Regime
Change. ProQuest Discovery Guide.
Shirky, C. (2011). Political Power of Social Media-Technology, the Public Sphere,

and Political Change, The. Foreign Aff., 90, p.28.
Tolbert, C J & McNeal, R (2009). Unraveling the effects of the Internet on political
participation, pp. 175-186
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Tourangeau, R. and Yan, T. (2007). Sensitive questions in surveys. Psychological
bulletin, 133(5), p.859.
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Albirini, Abdulkafi. (2008). “The Internet in developing countries: A medium of
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viewed 17 May 2018.
The Indian Express, Karnataka Elections Constituencies List 2018 ,

https://indianexpress.com/elections/karnataka-election-constituencies-list-2018
[Accessed on 06 May 2018]
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https://en.wikipedia.org/wiki/List_of_constituencies_of_Karnataka_Legislative_As
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https://www.livemint.com/Politics/CnpJoMz3VNsO8L4HXaD3tM/Social -media-
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60
Appendix 1: Social Media and Its Effect on
Individual Voters in Karnataka Questionnaire
61
I
2
3
4
Appendix 2: The election results for each
constituency
62
I
2
3
4
Appendix 3: Plagiarism Report
63
Appendix 4: Bangalore University Certificates
64

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A Dissertation Report On

“The Campaigning Activities of Political Parties

Submitted in partial fulfilment of the requirements for the award of the

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

Indian Institute of Plantation Management Bangalore

Dr. Shilpa S Kokatnur Dr. Dhanakumar V G

I hereby declare that “The Campaigning Activities of Political Parties

Place: Bangalore Name: Vijeth Kumar C

Registration Number : 16OTCMD021

“The Campaigning Activities of Political

Dr. Shilpa S Kokatnur

Dissertation ID number (S) in : 962030279

Dr. Shilpa S Kokatnur

I hereby declare that “The Campaigning Activities of Political Parties

Plagiarism Report generated by the Plagiarism Software is attached.

Place: Bangalore Name: Vijeth Kumar C

Secondly, I express my profound gratitude to Dr. Shilpa S Kokatnur (Assistant

I would like to be grateful to Dr. A N Vijayakumar (Chairperson, MBA) and

DECLARATION -------------------------------------------------------------------------------- III

DECLARATION OF PLAGIARISM -------------------------------------------------------- V

TABLE OF CONTENT ---------------------------------------------------------------------- VII

CHAPTER-1: INTRODUCTION ------------------------------------------------------------- 4

CHAPTER -2: RESEARCH METHODOLOGY ----------------------------------------- 15

CHAPTER -3: DATA ANALYSIS ---------------------------------------------------------- 25

CHAPTER -4 CONCLUSION AND RECOMMENDATION ------------------------- 53

APPENDIX 1: SOCIAL MEDIA AND ITS EFFECT ON INDIVIDUAL VOTERS

IN KARNATAKA QUESTIONNAIRE ----------------------------------------------------- 61

APPENDIX 2: THE ELECTION RESULTS FOR EACH CONSTITUENCY ----62

APPENDIX 3: PLAGIARISM REPORT---------------------------------------------------63

APPENDIX 4: BANGALORE UNIVERSITY CERTIFICATES ---------------------64

GUIDE CERTIFICATE ............................................................................................................ II

DECLARATION ....................................................................................................................... III

DECLARATION OF PLAGIARISM .......................................................................................V

TABLE OF CONTENT .......................................................................................................... VII

DETAILED CONTENT............................................................................................................... VIII

1.1 WHAT IS SOCIAL MEDIA? ..................................................................................................... 5

CHAPTER -2: RESEARCH METHODOLOGY .................................................................. 15

2.1 LITERATURE REVIEW .......................................................................................................... 16

3.1 DATA ANALYSIS – GENERAL ............................................................................................... 26

CHAPTER -4 CONCLUSION AND RECOMMENDATION.............................................. 53

4.1 CONCLUSION ........................................................................................................................ 54

APPENDIX 1: SOCIAL MEDIA AND ITS EFFECT ON INDIVIDUAL VOTERS IN

APPENDIX 2: THE ELECTION RESULTS FOR EACH CONSTITUENCY.................. 62

APPENDIX 3: PLAGIARISM REPORT ............................................................................... 63

APPENDIX 4: BANGALORE UNIVERSITY CERTIFICATES ........................................ 64

Initially the messages on these social medium platforms were considered

The "media" part: refers to an instrument of communication, such as the internet

Common Social Media Features

 Friends, followers, groups, hashtags and so on: Individuals use their

 Personalization: Social media sites usually give users the flexibility to

 Information updating, saving or posting: If a site or an app allows you to

 Construct a public or semi-public profile within a bounded system

The restructuring of social media’s inter-personal communications is revamping the

1.3 Social Media - World Politics

1.4 Social Media – Indian Politics

Social media is such a comprehensive terminology that it covers a large range of

 Social Bookmarking- it relates to the people by marking websites and searching

 Social Networking- it includes addition of friends, commenting on profiles,

 Wikis- addition of the new articles and checking existing articles.

1.4 Social Media – Karnataka Politics

A 2017 study by Mumbai-based knowledge creation and management organization

The high penetration of social media in Karnataka makes it an unmissable platform