Political marketing and social media: Antalya example in the 31 March 2024 local government general elections

The rise of social media has profoundly impacted political marketing strategies. Digital platforms have rapidly replaced traditional political communication tools, providing a new medium for politicians. Politicians actively use social media to reach voters directly and convey their messages effectively. The relationship between political marketing and social media is becoming increasingly important. Especially in local governments, the transmission of ideas through traditional media channels like television and newspapers is quite limited. Social media will be the first address for local administrators or candidates who want to present themselves more and communicate with the public. The reason for this is that social media is free and easily accessible. This research will evaluate the role of social media in marketing political ideas. It will examine how many people the political campaigns created in a city with a diverse electorate like Antalya reach through social media and whether this has any effect. The chosen platform for this study is X, which is most used by politicians for propaganda and expressing views and opinions rather than visual materials.