Use of Social Media in Election Marketing in Bangladesh: Its Impact on Voting Behavior

Abstract

Purpose: The main purpose of the study is to illustrate the use of social media in election marketing in Bangladesh and to identify how social media is changing voting behavior of voters. Social media marketing involves the use of online social media tools—such as Facebook, Twitter, Instagram and LinkedIn—to reach voters in innovative ways. In previous years, traditional media play a significant role in creating awareness among people, but over a period of time social media becomes an important marketing tool which not only aware people but also help to attract them in election marketing Methodology: The researchers use ‘Quant-Qual design’ for this research. Related articles, books etc. are reviewed for gathering secondary data. Convenience sampling method has been used to collect primary data from 120 registered voters. Findings: The study has found that social media efficacy within voters create voting awareness and political knowledge and change their mentality towards politics and make them aware about their voting right. The best summary of this research is that social media build a relationship between politicians and people through online campaign that helps to generate public trust for the politicians. Research Limitations: The main limitation of this study is that some of the people are not comfortable to give their comments on this survey because of the political content. It limits the validity of the research. Practical Implications: Study will help both voters and politicians in national election as well as all types of election taking place in any organization like schools, colleges, banks, universities in Bangladesh and all over the world. Originality: The study cites the present situation of using social media in election marketing in Bangladesh. Study also provides guidelines about the future effectiveness of the social media in Bangladeshi election and its impact on voting behavior.

Impact of Facebook Usage on the Political Participation among Women in Pakistan

“…This aligns with some research findings that there is a generally positive relationship between social media use and civic and political participation (e.g., Gil de Zúñiga, Jung, & Valenzuela, 2012). Likewise, Balo and Shawon's (2018) study also showed that political leaders and voters through online political campaigns have strong linkage, which builds public confidence in politicians. Moreover, Facebook is a big platform for socialization and offers its users to upload and share text, pictures, and videos (Gould, 2015).…”

“…Elsewhere, Balo and Shawon (2018) emphasized that social media usage corresponds to political awareness among the people of Bangladesh. This study indicates that increased social media usage resulted in political awareness, political rights, and voter power.…”

“…In the current age of communication, Facebook has transformed the process of political communication. Firstly, it raised people's interest and participation, and secondly, it reduced the direct and indirect communication gap between people and government (Balo & Shawon, 2018). People around the world use social networking applications such as Facebook to get the latest political news and information, which convert young voters into loyal voters (Somaiah, 2018), expanding access to social media increases political participation (Shehzad et al, 2021), active users of social networking sites are active participants of offline political activities, Political parties, candidates and political workers motivate voters to win elections, to enhance the legislative process and influence government policies (Aleyomi & Olanrewaju, 2014).…”

Impact of Facebook Usage on the Political Participation among Women in Pakistan

“…In the current age of communication, Facebook has transformed the process of political communication. Firstly, it raised people's interest and participation, and secondly, it reduced the direct and indirect communication gap between people and government (Balo & Shawon, 2018). People around the world use social networking applications such as Facebook to get the latest political news and information, which convert young voters into loyal voters (Somaiah, 2018), expanding access to social media increases political participation (Shehzad et al, 2021), active users of social networking sites are active participants of offline political activities, Political parties, candidates and political workers motivate voters to win elections, to enhance the legislative process and influence government policies (Aleyomi & Olanrewaju, 2014).…”