Twitter in the political campaign process: The candidate of the Nation Alliance in the 2023 Turkish general elections Twitter usage

Political advertising is one of the crucial tools in the processes of political campaigns. Election campaigns and advertising activities used by political actors to highlight their election activities and introduce themselves have transformed in line with the emergence of new media in response to the demands of the time. Political advertising campaigns, conducted to influence voters and induce changes in attitudes and behaviors before election periods, have transitioned from traditional methods to new media platforms. With the opportunities afforded by new media, campaigns have started to reach their target audiences independently of time and space, making new media tools increasingly preferred in traditional political advertising campaigns. This underscores the growing role of digital media in the political arena. The preference for new media tools in political campaign processes in Türkiye and worldwide can directly and indirectly impact election results. In this research, the power and impact of political advertising in new media are evaluated based on the communication activities conducted by Kemal Kılıçdaroğlu, the candidate of the Nation Alliance, through Twitter during the 2023 General Elections in Türkiye.