Can Campaigns Increase Political Involvement Among Beginner Voters? Study of Scientometrics
DOI:
https://doi.org/10.15575/ks.v8i2.54322Keywords:
political campaigns, voter behavior, digital media, scientometrics analysis, electoral participationAbstract
Voter behavior is much shaped by political campaigns, especially for younger generations and first-time voters. The effect of political campaigns on political knowledge, involvement, and behavior is investigated in this work using a scientometric analysis. A total of 1,099 publications indexed in Scopus between 2015 and 2025 were systematically reviewed and analyzed using bibliometric analysis and knowledge mapping techniques. The results show that campaigns on political education greatly raise voter awareness, so influencing democratic involvement and participation. Rising as a key tool in political campaigns, digital media shapes voter impressions and mobilization techniques. Moreover, the study shows how significantly the voting choices of first-time voters are influenced by social elements including ideological affinity, peer influence, and socioeconomic background. Data science's ability to examine political trends has helped to further streamline campaign plans and increase voter involvement and outreach. The report also emphasizes the growing worries about negative campaigning and information manipulation, which might skew voter impressions and election results. The results imply that focused campaign plans including digital tools and tailored voter outreach can significantly raise political engagement among recently registered citizens. Integration of scientometric analysis into political studies offers insightful analysis of the changing character of electoral behavior and campaign success. This study highlights important patterns in political behavior and the success of voter education campaigns, so augmenting the larger conversation on electoral studies. Future research should look at the long-term effects of digital political education as well as the moral connotations of campaign tactics regarding voter behavior.
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