Social Media as a Political Marketing Channel and It’s Influence on Voter’s Political Participation and Preferences

Abstract

Citizens changing their party preferences have been a critical issue for politicians and political parties. This phenomenon of changing party preferences and lower participation in electoral process by the millennial has become a serious concern for all political parties across the world. Researcher tries to analyze the factors that ignite the change in voting preferences and reasons for low participation. A thorough primary research was conducted and analyzed the data about voter’s political participation in various social media platforms besides their voting preferences. This enabled to explore the relative prospects of social media for political use and its influence on political participation and voting preferences of voter. Findings reveal that political communication that matter, however, engaging voters for a higher amount of time can bring the change in preferences towards the party and likelihood of voters to participate online in favor of the respective party.