Social Media Influnce on Election Campaign

Author: Mohamad Adib Khairuddin
Publisher: UPNM Press
ISBN:  9789672414698
Weight: 0.28
Pages: 145pp
Year: 2023
Price: RM65

Media reports and past studies consider social media a valuable campaigning channel for political parties and candidates, especially during an election. Studies suggest that when used along with traditional campaigning methods such as advertisements on mass media and major rallies, social media increases the chances for candidates to win more support. Most research on social media election campaigning is more qualitative than quantitative. Furthermore, the focus of the small number of quantitative papers is on the use of Twitter. The limited number of papers that discuss Facebook use data coming from western democratic countries such as the United States and the UK. Moreover, these papers treat the bare count of likes recorded on the candidates’ or the parties’ Facebook as indicators of support and predictors for votes. This book features the study on finding ways of measuring the effectiveness of using Facebook Pages (FP) for election campaigning, concentrating on the interactions that occur between the candidates and the public (users).