Digital engagement and electoral behavior: The impact of social media on youth political participation and voting in Pakistan

Abstract

This study aims to explore the relationship between digital engagement and youth political participation and orientations towards voting among the students at university and college in Hazara Division, KPK Pakistan. This was a quantitative cross-sectional survey of 400 respondents between 18-35 years of age, using an online and onsite questionnaire. The following statistical tools were used: descriptive statistics, chi-square tests, independent-samples t-test, one-way ANOVA, and multiple regression. There was a strong level of political discussion (M = 3.48, SD = 1.01), political opinion expression (M = 3.39, SD = 1.03), and social media motivating political engagement (M = 3.25, SD = 1.05) and political empowerment (M = 3.21, SD = 1.08) as measured participatory activities online. The electoral effects perceived were moderately positive: social media influenced voting (M = 3.35, SD = 1.04) and social-media campaigns affected political choices (M = 3.33, SD = 1.06). Overall, a greater item was associated with greater youth political involvement (M = 3.66, SD = .93). The results reveal that digital engagement is most clearly linked to discussion, expression, participation, exposure to political campaigns, and perceived influence on the election process, and that we cannot conclude from the available cross-sectional data whether digital engagement has a causal impact on voting or who votes.