PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

The Election Commission of India proclaimed the results of India’s 2019 electoral decision of public on May 23, 2019 for the lower house of the Indian parliament. Bhartiya Janata Party led by Prime Minister Narendra Modi, has won a whopping majority−303 seats, out of 543. Looking into 2014 general election the party won only 282 seats. This indicates that Indian citizens have given a clear mandate to rule once again to Modi by centralized consolidation by a national party, the first since 1984. Past studies have focused on electoral voting behaviour of citizens with a political quotient. However, limited studies are conducted among citizens, especially on Y generation. Following theory of reasoned action, a study was conducted, incorporating variables of attitude and ethnicity on intention to vote, with the moderating effect of social media and gender. The study followed quantitative research method with cross sectional study design to collect data from five locations of Gujarat. A sample size of 1680 voters were considered by applying purposive sampling. PLS-SEM analysis results revealed that attitude and ethnicity relate to voter’s behaviour assimilating social media and gender. Implications of the study extends better insight to the politicians, political parties and leaders in understanding the political behaviour of citizens during elections.