ItemBook Chapter

Political Empowerment via Social Media? Following Political Influencers, Internal Political Efficacy, and Participation Among Youth

Title
Political Empowerment via Social Media? Following Political Influencers, Internal Political Efficacy, and Participation Among Youth
Creator
Manogna, Bommakanti Sai; Paul, Gaddam Rahul; Syed, Shaik Mahaboob; Sharma, Ankitha; Babu, G.N.P.V.; Kumar, Arun
Description
As the generations are moving ahead, do political leaders need to have an active presence on social platforms? The purpose of the study is to examine the impact of the online presence of politics on youth and whether there is any impact of online presence on national political efficacy. The study relies on secondary data collected from the extensive literature of scholarly articles to check the influence of social presence and its impact on the current generation. The findings of the study have revealed that social media has a significant influence on shaping ones opinion, regardless of age, and harnessing the social presence can be utilized as a proper tool to influence social opinion polls, and the study underscores the importance of digital engagement by political leaders. A strong, authentic presence on social media could serve not just for image building but for actively shaping public discourse and enhancing democratic participation, especially among younger demographics. While many studies explore political communication, this work situates itself uniquely in the digital-native context, focusing on evolving generational expectations of political visibility online. 2026 The authors.
Source
Modern Political Marketing and Relational Capital: Navigating the Digital Frontier;pp.23-38
Date
01-01-2026
Publisher
Emerald Group Publishing Ltd.
Subject
digital engagement; Influencer; online presence; opinion leaders; political environment; social media
Coverage
Manogna B.S., Christ University, Bengaluru, India; Paul G.R., Christ University, Bengaluru, India; Syed S.M., Vignans Foundation for Science, Technology and Research University, India; Sharma A., Lovely Professional University, India; Babu G.N.P.V., Christ University, Bengaluru, India; Kumar A., Mianz International College Mal Maldives
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-183708714-3; 978-183708712-9; 978-183708713-6;
Format
online
Language
English
Type
Book chapter

Citation

Manogna, Bommakanti Sai; Paul, Gaddam Rahul; Syed, Shaik Mahaboob; Sharma, Ankitha; Babu, G.N.P.V.; Kumar, Arun, “Political Empowerment via Social Media? Following Political Influencers, Internal Political Efficacy, and Participation Among Youth,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/24312.

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