SOCIAL MEDIA AS A TOOL FOR ADVERTISING AND BUILDING BRAND IMAGE IN POLITICAL CAMPAIGNS IN SOUTH ASIA

Abstract

According to the Global Social Media statistics research summary (January, 2024), 62.3% of the world population uses social media and on average, they spend 2 hours 23 minutes on social media daily. Social media plays a vast role in our daily life and influences us extensively. Social media has subjugated the professional network settlement from one corner to another corner of the world. The term "social media use in politics" describes the application of social media sites on the internet to political activities and procedures. Political processes and activities encompass all actions related to the administration of a nation or region. Political parties, political corruption, international politics, political organization, and political values are all included in this. The internet has created channels of communication that play a key role in circulating news, and social media has the power to change not just the message, but also the dynamics of political corruption, values, and the dynamics of conflict in politics. The article examined the potential of social media as a tool for advertising and brand image building in political campaigns in South Asia.