Abstract

Social media has become an important factor influencing voter behavior in modern elections. This study examines the impact of social media on voter behavior in relation to the 2024 presidential election in Sri Lanka. It explores how social media platforms were used for political communication, opinion formation and voter engagement. The research problem is why did social media play a significant role in influencing voter behavior during the 2024 presidential election in Sri Lanka? The main purpose of this writing research paper, critically examine the impact of social media on voter behavior during the 2024 presidential election in Sri Lanka. And also sub purposes are, to identify the role of social media platforms in political communication during the 2024 presidential election in Sri Lanka, to examine how social media influenced voter’s political attitudes, to assess the spread of misinformation on social media and its effect on voter behavior and opinions and to analyze the impact of social media on voting decisions, particularly among young voters. The writing of this article used qualitative method. The sample for the study consists of 100 undergraduate students from the university of Sri Jayewardenepura. Data were collected using a structured questionnaire. Undergraduate students were chosen because they represent and active voter group that frequently uses social media for political information and communication. Through this study, dissemination of political information, give messages attract attention and quickly through the videos memes and posts, Interactive discussions and feedback such as live debates and comment sections, spread of misinformation easily and also enhanced political engagement and participation daily. Based on the research data, these findings were able to identify how social media influences the shaping of voter’s political opinions.