Youth Votes and Digital Strategies: The Role of 'X' in Shaping India's 2024 General Election

The 2024 Indian General Election saw an unprecedented reliance on social media, particularly "X" (formerly Twitter), as a strategic tool to influence young voters. This study employs qualitative content analysis to examine election campaign strategies used by the Bharatiya Janata Party (BJP) and the Indian National Congress (INC) on their official X handles. The research is based on 12 key parameters, including engagement formats, messaging themes, propaganda tactics, communication strategy and