"Modi has used social media successfully to shape his public image as a tech savvy leader, aligning himself with the aspirations of a younger generation in India," stated Pal, assistant professor at University of Michigan's School of Information, whose paper has been published in the latest issue of the Television and New Media journal.

With 12.3 million followers on Twitter, Modi is the world's No 2 most popular politician in the Twittersphere after Obama.    Pal cited during his campaign, Modi's account was more  about his political vision. He mentioned national events and festivals and asked celebrities to support causes that appeared larger than his own. In the months leading up to the general elections, he tweeted to a list of some of the most widely followed celebrities, including film stars, cricketers and spiritual figures, urging them to get young voters to register.

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