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Metamorphosis of Indian electoral campaigns: Modi's social media experiment

Author

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  • Kawaljeet Kaur Kapoor
  • Yogesh K. Dwivedi

Abstract

India's 2014 prime ministerial elections witnessed an unprecedented outcome, where the Bharatiya Janta Party callously defeated the Indian National Congress by majority votes, and Narendra Modi stood elected as the 15th prime minister of India. This outstanding electoral victory is being extensively debated and analysed across print and broadcast media for its remarkable campaigning strategies that successfully established a two way dialogue between the prime ministerial elect, Narendra Modi, and the voter population of India. The use of social media and adoption of campaigning tactics from the Obama US-presidential campaign have been centric to this winning campaign for brand NaMo. The amalgamation of social media and election campaigning has clearly redefined the face of political movements in India. The stratagem that team Modi followed to break the Congress era running in the country over the past decade will be concisely anatomised, with particular interest in the role and power of social media in giving a political party that winning edge over its opposition.

Suggested Citation

  • Kawaljeet Kaur Kapoor & Yogesh K. Dwivedi, 2015. "Metamorphosis of Indian electoral campaigns: Modi's social media experiment," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 11(4), pages 496-516.
    • Handle: RePEc:ids:ijicbm:v:11:y:2015:i:4:p:496-516
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    Citations

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    Cited by:

    1. Pradeep Kumar Roy & Zishan Ahmad & Jyoti Prakash Singh & Mohammad Abdallah Ali Alryalat & Nripendra P. Rana & Yogesh K. Dwivedi, 2018. "Finding and Ranking High-Quality Answers in Community Question Answering Sites," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 19(1), pages 53-68, March.
    2. Grover, Purva & Kar, Arpan Kumar & Dwivedi, Yogesh K. & Janssen, Marijn, 2019. "Polarization and acculturation in US Election 2016 outcomes – Can twitter analytics predict changes in voting preferences," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 438-460.
    3. Shiau, Wen-Lung & Dwivedi, Yogesh K. & Yang, Han Suan, 2017. "Co-citation and cluster analyses of extant literature on social networks," International Journal of Information Management, Elsevier, vol. 37(5), pages 390-399.
    4. Malik, Nishtha & Kar, Arpan Kumar & Tripathi, Shalini Nath & Gupta, Shivam, 2023. "Exploring the impact of fairness of social bots on user experience," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    5. Amit K. Srivastava & Rajhans Mishra, 2023. "Analyzing Social Media Research: A Data Quality and Research Reproducibility Perspective," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 39-49, January.
    6. Yogesh K. Dwivedi & Gerald Kelly & Marijn Janssen & Nripendra P. Rana & Emma L. Slade & Marc Clement, 2018. "Social Media: The Good, the Bad, and the Ugly," Information Systems Frontiers, Springer, vol. 20(3), pages 419-423, June.
    7. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    8. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.

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