The Use of WhatsApp on Political Marketing Agenda in Malaysia Politics

Abstract

A historic event was created in Malaysia when Pakatan Harapan, the then opposition party, won Malaysia's 14th general election. Doubted as "the father of all elections" as it evidenced the collapse of 60 years of Barisan Nasional ruling era. For Pakatan Harapan, it is beyond their wildest dream. This article aims to explain how WhatsApp plays a major factor in influencing voters to make their decision. It also aims to analyze how WhatsApp assisted users in accessing information, using the information, and disseminating political party and campaigning agenda in political marketing strategies. Using content analysis and a simple random survey involving 406 respondents, this study found that WhatsApp political and agenda-setting content plays a significant role compared to other social media and instant messaging services in Malaysia. Accessibility and handy usage become the factor in accessing information, use the information and then disseminate political campaigning content, thus assisted political marketing agenda. Future use of WhatsApp on political marketing agenda is eminent and worth for future studies.

The Influence of Political Memes on Political Marketing Strategy in Malaysia

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