DIGITAL KAR-JNANA FOR VIKSIT BHARAT: ASSESSING THE EFFECTIVENESS OF GOVERNMENT SOCIAL MEDIA CAMPAIGNS IN CREATING INCOME TAX AWARENESS

DOI: https://doie.org/10.65985/APER.2026396259

Authors:

Mr. Siddhesh Subodh Hadkar, Dr. Nishant Raviendra Ghuge

Keywords:

Public Finance, Digital Transformation, Social Media Platforms, Income Tax Reforms, Public Awareness, Government Communication, Social Media Campaigns, Economic Development.

Abstract:

This study looks at how social media platforms raise public awareness of Indian income tax reforms. It focuses on the effectiveness of campaigns run by the Income Tax Department on Facebook, Twitter, Instagram, YouTube, and WhatsApp. In the digital age, social media is a vital tool for sharing information, but there is little research on its specific impact on tax awareness. The research uses a mixed-methods approach, combining qualitative and quantitative techniques to evaluate public engagement, content effectiveness, and the link between social media exposure and tax knowledge. Data was gathered through surveys and interviews with 50 participants from Mumbai, offering insights into their use of social media and understanding of tax reforms. The study finds that YouTube, especially short videos and tutorials, is the most effective platform for educating citizens on income tax reforms. However, despite frequent engagement, many respondents expressed dissatisfaction with content quality, indicating a need for clearer and more engaging posts. The findings reveal significant connections between content type, engagement frequency, and public knowledge, suggesting that targeted campaigns focusing on visual content could enhance tax literacy. The study ends with recommendations to improve social media campaigns, including the use of short videos, content in multiple languages, and partnerships with influencers to reach a wider and more engaged audience. The study's limitations include its focus on Mumbai.

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