Paper Title
THE ROLE OF DIGITAL CAMPAIGNING IN SHAPING VOTER BEHAVIORAbstract
Digital campaigning has transformed the political communication landscape by enabling political parties and candidates to engage directly with voters through social media platforms, websites, mobile applications, email campaigns, and digital advertisements. The rapid expansion of internet access and smartphone usage has significantly influenced electoral processes by facilitating personalized communication, real-time interaction, and data-driven campaign strategies. This study examines the impact of digital campaigning on voter behavior, focusing on voter awareness, political participation, electoral decision-making, and trust in political information. The research adopts a qualitative approach based on the analysis of existing literature, government reports, election studies, and scholarly publications. The findings indicate that digital campaigns enhance political engagement, improve voter outreach, and increase electoral participation, particularly among younger voters. However, challenges such as misinformation, fake news, algorithmic bias, data privacy concerns, and digital inequality continue to affect democratic processes. The study concludes that ethical digital campaigning, media literacy, transparent regulations, and responsible use of technology are essential for strengthening democratic participation and informed voting behavior.
KEYWORDS : Digital Campaigning, Voter Behavior, Social Media, Political Communication, Electoral Participation, Digital Democracy, Online Political Advertising, Election Campaigns