Digital Campaigning of Election Candidates and its Impact on Voters on Social Media: A Field Study of Kirkuk Governorate Candidates on Facebook from October 3, 2025 to November 3, 2025

Abstract

lectoral advertising stands out as one of the most important tools relied upon by candidates and political parties to influence voters’ attitudes and attract their support during election campaigns. It serves as an effective communication instrument used to shape public opinion, convey political programs, and enhance the candidate’s image among the public. Accordingly, this study aims to explore the impact of digital electoral advertising by election candidates on voters’ behavior across social media platforms in Kirkuk Governorate.

The study adopts a descriptive field approach and relies on a questionnaire as its primary research tool. The collected data were analyzed using both descriptive and inferential methods. With the development of communication technologies, electoral advertising has shifted from traditional methods—such as posters and public speeches—to the use of digital platforms and social networking sites, which have become the main arena for electoral competition.

This study seeks to analyze the role of electoral advertising in shaping voters’ attitudes and orientations, focusing on the nature of the messages presented, the means of their dissemination, and their influence on voting decisions. The findings indicate that the effectiveness of advertising on social media platforms is closely linked to its credibility, its relevance to voters’ needs, and the way modern media tools are utilized in its delivery. These results highlight the importance of developing advertising strategies that take into account both political and public awareness within society.