IMPACT OF DIGITAL

MARKETING STRATEGIES ON
VOTERS’ BEHAVIOR IN
POLITICAL CAMPAIGNS IN
INDIA

Presented By – Ayush Dutta

Roll No. – 702
Room No. – 34
Supervised By – Prof. Swaraj Kumar Nandan
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OBJECTIVE OF THE STUDY

 Primary Objective
• To analyze the impact of digital marketing campaigns on voters’ perception

 Secondary Objectives

• To find whether the impact of digital marketing strategies differs across

various demographic groups
• To Evaluate the effectiveness of influencer marketing in political
campaigns
• To examine whether these campaigns have a long-lasting impact
• To understand platform preferences of voters
BACKGROUND 3

 Year 2024 as pivotal moment with global elections

 Shift from Traditional Marketing to Digital Marketing
 Unique opportunity to investigate influence of digital platforms on voter
behavior

600 Cost to Reach 2000 People

500

400

300

200

100

0
Traditional Marketing Digital Marketing

Broadcast Newspaper Magazine

Search Social Networking
Click to add picture

RISE OF DIGITAL
MEDIA IN INDIA

 Explosive Growth of Internet Penetration

 Proliferation of Social Media Platforms
 Integration into Daily Life
 Transformation of Communication Patterns
 Importance of Understanding
Consumer Behavior

Strategic Resource
Allocation

UNDERSTANDING
CONSUMER Informed Decision-Making

BEHAVIOR IN Adapting to Changing

POLITICAL Dynamics

SCENARIO
Enhanced Voter Engagement

Message Customization
LITERATURE REVIEW 6

• Impact of Digital Marketing in Business and Politics, Jimit Shah, December 2018 :
This article talks about how digital marketing is super important for both businesses and politics in
India. It helps businesses reach more customers, keep an eye on competitors, and build their brand
without spending too much. Similarly, it lets politicians directly connect with people, informing them
about policies and government work. It even helps predict election results, like it did in 2014. Overall,
digital marketing makes it easier for businesses, politicians, and people in India to interact and stay
informed.
• Political consumerism: A meta-analysis, Lauren Copeland and S. Boulianne, March 2020 :
The article looks into what influences political consumerism by analyzing 66 studies with over 1000
tests. It compares different theories and finds that lifestyle politics has more evidence than resource-
based models for predicting political participation. Things like not trusting politicians, having liberal
views, using media, being educated, being interested in politics, and being part of organizations are
linked to political consumerism. This shows how some people use what they buy to express political
views and suggests topics for more study.
LITERATURE REVIEW 7

• The role of digital marketing in political campaigns, J Chester and K C Montgomery,

December 2017:
This paper explores computational politics, which involves using digital targeted-marketing
technologies in election campaigns. It raises concerns similar to those in the commercial world about
privacy and well-being. The paper looks at how these technologies were used in recent US elections
and what it means for democratic discussions and governance. It also talks about ideas for policies to
make digital politics more transparent and accountable, considering how political campaigning is
changing in the digital era.
• Social media as an upcoming tool for political marketing effectiveness, Md Safiullah and
Pramod Pathak, March 2017 :
The study looks at how social media, particularly Twitter, affected the results of the 2014 General
elections in India. By analyzing over 8 million interactions across 12 political parties in the 100 days
leading up to the elections, the research finds a strong link between social media activity and election
results. This indicates that social media had a big impact on shaping voter opinions and possibly even
influenced who won, showing how important digital platforms are becoming in politics and predicting
election outcomes.
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RESEARCH METHODOLOGY
• Introduction : The study uses an explanatory research
design because it focuses on understanding the relationship
between factors, such as the influence of digital marketing
on voter behavior.

• Population : Respondents aged 18+ and having access to

digital platform were targeted.

• Sample : A sample of 100 consumers has been chosen

• Data Collection Method : Primary data was collected

through E-Questionnaire, which is close-ended, containing
checkbox and multiple choice questions.
 SAMPLE AND DATA 9
Age of Respondents Age Group No. of responses
18-25 27
18-25
26-35 26-35 25
36-45
46-55 36-45 26
55+ 46-55 11
55+ 11

Participants were asked to confirm their age group, required for further analysis in the research report.

Gender of Respondents

Gender No. of responses

Male
Female Male 60
Others
Female 39
Others 1

Participants were asked to confirm their gender, required for further analysis in the research report.
 SAMPLE AND DATA 10
Income Level
Income Group No. of responses
0-5 lakhs 0 – 500000 51
5 lakhs - 20 lakhs
20 lakhs +
500000 – 2000000 36
2000000 and above 13

Participants were asked to confirm their Income Level, required for further analysis in the research report.

Region of India Region No. of responses

North 21
North
South South 14
East
North East East 26
West
Central North East 12
West 16
Central 11

Participants were asked to confirm their residence state, required for further analysis in the research report.
 SAMPLE AND DATA 11
Political content on Social Media Level of content No. of responses

Rarely Rarely 7
Occasionally
Frequently Occasionally 28
Always
Frequently 53
Always 12

As per responses 65% of people encounters political content in social media.

Change in Perception
Change in Perception No. of responses
Not at all Not at all 5
Slightly
Moderately Slightly 38
Significantly
Moderately 36
Significantly 21

57% of the respondents feel digital marketing influence their perception towards political parties.
 SAMPLE AND DATA 12
Type of Content
Type of Content No. of responses
Videos
Memes Videos 35
Online Banner
Memes 62
Online Banner 3

Memes and videos are the ones most respondents like to engage with.

Change In Mind

Yes Changed mind No. of responses

No
Yes 49
No 51

Almost half of the respondents confirmed, they changed their political views.
 SAMPLE AND DATA 13
Age group difference

Difference in Content No. of responses

Yes
No Yes 47
Maybe
No 40
Maybe 13

Majority of the respondents have felt change in impact of digital marketing strategies based on age.

Difference in Gender

Difference in Gender No. of responses

Yes
No Yes 70
Maybe
No 18
Maybe 12

Almost half of the respondents confirmed, they changed their political views.
 SAMPLE AND DATA 14
Income Group Parity
Income group parity No. of responses
Yes
No
Yes 63
Maybe
No 28
Maybe 9

Almost two-third of the respondents like political campaigns directed towards a special income group.

Geographic Influence

Geographic Influence No. of responses

Yes
No Yes 48
Maybe
No 26
Maybe 26

Majority of the respondents feel influence of geography effects political campaigns.

 SAMPLE AND DATA 15
Influencer Marketing

Have seen Influencer No. of responses

Yes
No
Marketing
Yes 87
No 13

A whopping 87% of respondents have encountered influencer marketing in digital political campaigns.

Efficacy of Influencer Marketing

Efficacy of Influencer Marketing No. of responses
Not effective Not at all effective 8
Slightly Effective
Moderate Effective Slightly effective 26
Very Effective
Moderately effective 37
Very effective 29

Two-third of the respondents feels influencer marketing is effective in political campaigns.

 SAMPLE AND DATA 16
Lasting Impact
Long lasting Impact No. of responses
Yes
No
Yes 51
Maybe No 35
Maybe 14

Half of the population have long lasting impact of a digital political campaigns.

Vote under influence

Casted vote under influence No. of responses

Yes
No Yes 43
Maybe
No 41
Maybe 16

43% of the respondents had casted their vote under the influence of digital marketing by political parties.
 SAMPLE AND DATA 17

Preferred Platform to engage in political content

• Instagram and
Twitter are the most
preferred social media
56
52 platforms among
44 respondent to engage
33
with political content.
21
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LIMITATIONS

• Lack of enough time

• A sample of just 100 respondents actually does not

represent the mass population

• The respondents were hesitant in answering question

related to politics

• Due to shortage of time many areas related to the study

might not have been discovered
QUESTIONS?
AND
ANSWERS!