TY - JOUR AU - Mohd. Safiullah, AU - Pramod Pathak, AU - Saumya Singh, PY - 2020/04/02 Y2 - 2024/03/29 TI - EMERGENCE OF SOCIAL MEDIA AND ITS IMPLICATIONS FOR PUBLIC POLICY : A STUDY OF DELHI ASSEMBLY ELECTION 2013 JF - Management Insight JA - MI VL - 12 IS - 1 SE - Articles DO - UR - https://journals.smsvaranasi.com/index.php/managementinsight/article/view/394 SP - 1-6 AB - The electronic revolution has made Social media one of the important tools for advertisement in theelection. Social media has become a potent tool of expressing opinion worldwide. Even in an emergingeconomy like India, its growing impact is discernible. Its rise in popularity has made political partiesthink of its use as a means of both gauging and creating public opinion. The Delhi assembly in 2013is a case in point. The present study aims to examine the impact of social media on public opinion,its significance as a measure of popular opinion and how it predicts popular opinion with the helpof an evaluation of popularity on Facebookand its relationship with electoral outcomes. For thisresearch 4,500,000 likes ofFacebook fan pagefor the month of December 2013 were taken intoconsideration. And the Political parties namely Indian National Congress (INC), BhartityaJanta Party(BJP) and AamAdmi Party (AAP), contesting for Delhi Assembly election. Linear Regression analysismethod was used to analyzes the secondary data, the result indicates that 'Facebooklikes' of politicalparties and votes gained by political parties in Delhi Assembly election 2013 are positively correlated. ER -