Exploring the Relationship between Social Media Use and Voting Decision

Abstract

As the twenty-first century begins, traditional media has evolved into digital media. With the development of social media, this transformation underwent a significant change recently. The largest platform for users to intentionally express their thoughts in both positive and negative ways is currently social media. 4.75 billion social media users, or more than 70% of all users, view them for political reasons, according to the cited literature. The current study aims to examine users' use of social media and determine how it affects their choice of political parties when casting their votes. The Khyber Pakhtunkhwa province of Pakistan was chosen as the universe for the survey population and the primary source of data collection based on two research hypotheses. According to statistics, 56.8% of the sample used social media to read about politics, and 78% of shifts in how people view political parties were made public on social media.