Abstract:
Introduction: Social Media has not only remained high in the life of individuals for their private space, but also achieved importance during elections. 2014 was the first election in India where social media especially Facebook was used for political campaigning.Aim: This research focuses on the use of Facebookhas influenced the political behaviour during the 2014 elections. Design: This is a descriptive research based on questionnaire as primary data. Data was collected and analysed to understand the five different parameters of how Facebook influenced the political participation.The data was collected from 1740 Undergraduate and post graduate students of Mumbai. Findings: It was found that youth was more inclined towards the FB page of the politician. Female gender had special interest in the activities conducted by the political groups.
