Social Media as A Marketing Communication Tool To Influence Voter Evaluation And Affiliations

Abstract

This study aims to analyze how voter evaluation and voter affiliations are affected with the use of social media for political purpose. The current study measures various factors like political interest, political trust, political participation, the use of social media for political use and their impact on voter evaluation and voter affiliations. The study was carried out during the general elections of Andhra Pradesh, 2019, using an online questionnaire. Statistical analysis reveals that there is significant impact on the voter’s evaluation, voter affiliations which are being assessed by political interest and political participation although more such studies are required to promote and perpetuate its potential role in political marketing.