The Impact of Social Media Campaigns on the 2024 Elections in District Jhang

Abstract

This paper investigates the impact of social media campaigns on the voting behavior of university and college students in District Jhang, Pakistan, in the general elections of 2024. Social media has become a powerful tool for political engagement on a large scale, with platforms such as Facebook, Instagram, and Twitter actively shaping young voters’ political identities and loyalties. To understand this effect, we surveyed 220 students, examining how social media influences their voting decisions. The findings show that targeted content, including political headlines, memes, endorsements, and advertisements, plays a significant role in shaping young voters’ opinions. Based on 1,753,999 registered voters in county, the impact of social media on electoral choices reflects broader trends in Pakistani elections. The study recommended that political parties increase their social media usage to better engage youth and also promote media literacy to combat misinformation. In addition, a dual online and offline campaign system is proposed to strengthen segmentation and ensure effective political communication.