While conducting my empirical research in the field of political branding from the Indian democratic perspective, one of the domains which I found particularly intriguing was the role of social media in it. While the usage of social media by Barack Obama during his phenomenal campaigns of 2008 and 2012 to connect with the masses was outstanding, the same was not found to be effective during the 2014 general election which took place in India as per my research based on a questionnaire asking questions on this. Respondents visited, liked, commented and shared their views on social media but how much role that had in actually voting is still not clear. In fact, many thinkers from western worlds have time and again came up with the critic of overrated nature of social media. At the same time, there are many who are appreciative fo it. This makes the discussion wide open.
You could take a look at the Oxford Internet Institute research groups, papers, and forums. They regularly run real-time studies on how social media impacts political campaigns.The link is provided below:
https://www.oii.ox.ac.uk/blog/tag/digital-politics-and-government/
In addition to Michelle's suggestions, I will like you to also take a look at the following links.
http://digitalcommons.wku.edu/cgi/viewcontent.cgi?article=1366&context=stu_hon_theses
https://events.umich.edu/event/32982
https://www.mindjumpers.com/blog/2012/11/social-political-campaigns/
Maybe this article would help
Howard, Philip N., et al. "Opening closed regimes: what was the role of social media during the Arab Spring?." (2011).
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