Dynamics of Political Communication on Social Media: A Study of Digital Campaign Strategies and Public Responses

Abstract

This study examines the evolving dynamics of political communication on social media by analyzing how digital campaign strategies shape, and are shaped by, public responses. A mixed-methods qualitative design was adopted to obtain a comprehensive understanding of message construction, audience interaction, and platform-specific features. The research was conducted through fieldwork focused on major social media platforms widely used in Indonesia Twitter, Instagram, and Facebook selected due to their intensive political activity and diverse user demographics. Data were gathered from 30 active social media users and 10 key informants, consisting of digital campaign practitioners, media analysts, and political observers. Participants were selected purposively to ensure relevance and depth of insight. The findings demonstrate that message quality, tailored audience segmentation, reciprocal interaction, and credibility of political actors significantly influence campaign effectiveness. The study introduces a model of public engagement assessment that incorporates interaction quality, comment sentiment, and diversity of viewpoints. These results highlight the need for ethical, responsive, and data-driven digital campaign practices to foster inclusive and meaningful political communication on social media.