The aim of the study is to analyze changes in electoral psychology in the digital age and the impact of social media on voter decision-making. This study examines the mechanisms through which social media influence voter behavior and electoral choices in the context of the rapid development of digital communication technologies. The aim of the study is to determine the impact of social media on political participation and election results in the context of Kazakhstan from the point of view of the theory of cognitive dissonance, the model of electoral influence and the concept of an echo chamber. Comparative analysis, content analysis, and psychological analysis of electoral behavior were used as the methodological basis. The empirical base included a content analysis of 750 posts, a survey of 185 respondents, and in-depth interviews with 12 experts. The results of the study showed that social networks play an important role in shaping the opinions of voters through the mechanisms of cognitive dissonance and selective influence. It was found that 78% of respondents choose content that confirms their views, and 45% are in complete information isolation. During the discussion, the formation of "echo chambers" and their impact on democratic processes were considered in comparison with international studies. In conclusion, it was emphasized that digital technologies are fundamentally changing electoral processes, and specific recommendations were made to improve media literacy and ensure algorithmic transparency.