ROLE OF SOCIAL MEDIA (FACEBOOK, TWITTER) IN SHAPING VOTING BEHAVIOR, A STUDY OF PINDI BHATTIAN.

Abstract

In this study, researcher has gone to explore social media's effect on the social behaviour of people or how people make decisions through the influence of social media political publicity. The main objective of the study is to clarify the use of social media in elections in Pindi Bhattian and to point out how social media is changing the voting behavior of voters. Social media marketing involves using online social media tools such as Facebook, Twitter, Instagram, and LinkedIn to reach voters in advanced ways.The quantitative survey method was used to collect the data. The universe of study was the area of Pindi Bhattian. In this study, media agenda setting theory was applied. The Google survey form was used to analyses the effects of social media on voting behavior in relation to the gender, their qualification and age of voters. The survey was conducted in quantitative form. In recent years, traditional media has played a significant role in creating awareness among people, but over time, social media has become an important marketing tool that not only informs people but also engages them in election marketing. The survey was conducted in quantitative form. The main question was whether I cast my vote for a specific political candidate based on social media (Facebook, Twitter) news. The result percentage shows that 45.6 % of respondents agree with this statement.