Use of Twitter (X) in Election Campaign: Insights from 2024 Indian General Election

Social media has transformed the landscape of political campaigns. Unlike traditional media, social media enables politicians to interact directly with potential voters .The 2024 Indian General Election witnessed a wide use of social media platforms, particularly X (formerly Twitter),to influence the voters. All the political parties and candidates used this platform to reach the voters more directly and easily. This study thus uses qualitative content analysis to investigate the election campaign strategies adopted by the Bharatiya Janata Party (BJP) and the Indian National Congress (INC) through their official X accounts. The findings indicate that both parties effectively utilized X to strengthen campaign narratives, and connect with voters.The findings of the study emphasize on the increasing role of new media in India’s electoral politics and its growing impact on future election campaigning.