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Aam Aadmi Party: Leveraging on Social Media

Code : POS0042

Year :

Industry :Politics/Socia Media

Region : India

Teaching Note: Yes

Structured Assignment : Not Available

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Introduction: The Aam Admi Party (AAP) became a buzzword in Indian politics during the year 2013. Within the short span of a year, it managed to emerge as a strong political party under the leadership of its convener, Arvind Kejriwal (Kejriwal). AAP made a stunning debut in the Indian political arena by winning 28 seats in the Delhi assembly elections, 2013 and become the second largest party (Refer to Exhibit-I for Results of Delhi Assembly Elections, December 2013). One of the success factors of AAP was its campaigning strategies. AAP volunteers and supporters connected with the voters both by following traditional modes like door-to-door campaigning and using contemporary modes like social media.

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