An investigative study to identify the impact of micro-targeting on voting decisions n Tamil Nadu

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Nirmala Krishnamoorthy, Priya A Sondhi Baxodirovna


The focus of the research is to see if political parties' micro-targeting messaging have a substantial impact on voter decisions. This is a pilot study conducted with the use of a misleading research design. The respondents in this study were law students, lawyers, and judges. A structured questionnaire was used to assess 38 samples using the convenience sampling technique. From the analysis performed it was found that the majority of the respondents considered were male lawyers belonging to the age category between 25-and 35 years. It was found that there is no significant difference as per the opinions of the respondents in the impact of Micro-Targeting Messages on voters’. It was understood that the major portion of the respondents agree that they have noticed that the Public is receiving customized messages from political parties as per their search history in search engines. Further, they convey that, the micro-targeting messages despite they are fake, it is influencing the public voting decision. Further, it was identified that voter behaviour varies despite micro-targeting. It was understood that the public considers messages circulated on Social media to make a voting decision as per the opinion of the respondents. Further, as per the opinion of the respondents, the public considers news from famous channels, publishers and reporters as an important source of information to making a voting decision. T was also, found that there is a significant impact of micro-targeting messages by political parties on voters’ decisions.

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