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VOL. 8, ISSUE 1 (2026)
A study on political campaign strategies and impact on voter’s turnout
Authors
Dr. Shivarudrappa H S
Abstract
Political campaign strategies play a crucial
role in shaping voter awareness, engagement, and participation in the electoral
process. Effective use of direct and indirect campaign approaches can
significantly influence citizens’ motivation to vote and their electoral
choices. Understanding these strategies is essential to assess how political
actors enhance voter turnout in democratic settings in Shivamogga district. The
main objective of this research is to study influence of political campaign
strategies and impact on voter’s turnout. The study used a sample of 410 former
and present politicians as respondents, representing key elected
representatives involved in electoral processes. The sample size was determined
using the Yamane (Yemen) formula to ensure adequacy and statistical
reliability. This method helped in selecting a representative sample from the
defined population. Primary data collected from these respondents were analyzed
using linear regression analysis. Linear regression was employed to examine the
relationship between political campaign strategies and voters’ turnout. This
approach enabled accurate prediction and assessment of the influence of
campaign strategies on voter participation. The study found that, the
coefficient analysis highlights that several direct campaign strategies
significantly affect voters’ turnout. Debate performance, attending community
events, support network and mentoring, and giving voters a reason to choose
exert strong positive and significant influences. The overall regression model
is statistically significant, confirming that indirect political campaign
strategies collectively have a meaningful impact on voters’ turnout. The
coefficient analysis shows that several indirect strategies significantly and
positively influence voters’ turnout. The use of local bulletin boards,
word-of-mouth communication, event management, and online surveys emerge as
strong positive predictors.
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Pages:67-73
How to cite this article:
Dr. Shivarudrappa H S "A study on political campaign strategies and impact on voter’s turnout". International Journal of Sociology and Political Science, Vol 8, Issue 1, 2026, Pages 67-73
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