Influence of Political Marketing Campaigns through Social Media on Political Activism: Special Emphasis on Youth of Pakistan

Abstract

The objective of this study was to analyze the possible relationship of online political marketing campaigns and offline political mobility of the Facebook users. Online political marketing on Facebook was analyzed and checked the effect of this marketing effort on offline political activity of the users. The targeted population was youth of Pakistan between the ages of 18-35 (registered voters). Data on the study variables was collected through structured questionnaire from 607 youth who have Facebook account and were interested in seeking online political information. Participants recorded their responses through online questionnaire. Statistical analysis included reliability test and correlation. The results of the study reveal that the study variables have significant relationship with each other. The findings of the study provide deep insight of the relationship, and magnitude of two data sub sets on the basis of active and passive use of Facebook, and their relationship with real world political activism. Surprisingly, passive users of Facebook were found more active in offline political activities as compared to the active users. Possible reasons, limitations, and recommendation are discussed in detail.