Impact of Social Media on Electoral Process: Way Forward for Upcoming Elections

The advent of social media has profoundly transformed the electoral landscape, presenting both opportunities and challenges for democratic processes worldwide. Pakistani voters relied on a range of media platforms, including television, radio, newspapers, and social media, to access political information, discussions, and broaden their knowledge. The study delves into the multifaceted impact of social media on the electoral process, exploring its influence on public opinion formation, political discourse, and candidate-citizen engagement. It proposes a strategic roadmap, outlining key considerations for navigating the evolving digital terrain in a manner that upholds democratic principles. Notably, social media in Pakistan is being credited with driving shifts in voter behavior. The primary objective of this study is to enhance our understanding of the mechanisms through which political news contributes to political discourse and, ultimately, shapes electoral choices. This study seeks to chart a course toward fair, transparent, and inclusive elections, offering insights and recommendations to stakeholders, policymakers, and electoral bodies for the effective management of upcoming electoral cycles in an increasingly digital era. To achieve this, a carefully constructed questionnaire was administered through a survey targeting eligible voters residing in Lahore city. The data required for this research was collected using a method known as simple random sampling, ensuring that each member of the population has an equal opportunity to be included in the study. The central focus of the present study is to investigate the relationship between social media consumption and voting behavior, with specific attention to political knowledge and the dynamics of the democratic electoral process. The research design adopted in this study emphasizes the equitable selection of participants from the population through the simple random sampling technique.