From Social Media Engagement to Voting Decisions: Influence of Social Media on Local Election

This study investigates the impact of social media engagement on voting behaviors during the 2022 local elections in Sta. Barbara, Pangasinan. With the rise of platforms like Facebook, Twitter, and Instagram, social media has become an instrument in political campaigns, modifying old techniques and impacting social behavior. This research focuses on how social media in Sta. Barbara influences individual voting decisions based on their characteristics, degree of involvement, and voter turnout. The study utilized quantitative and qualitative methods to collect data. The results show that social engagement in their voting decision was neutral, with an overall mean of 3.07.