An exploratory research on social media marketing on Political discourse of Pakistan

Abstract

This paper “An exploratory research on social media marketing on Political discourse of Pakistan” examine the role of social media in modern politics, focusing especially on Facebook as a primary social media platform. Though there is vast literature available on social media marketing role in politics but not much research has been done in Political discourse of Pakistan. A qualitative study was carried out with the aim to explore social media role in Politics, Youth participation in politics and how political parties can engage voters in upcoming general elections. Sample size was selected on the bases of their social media presence, Age (Youth adults) and location (Islamabad and Rawalpindi only). The qualitative method used to analyzed data was thematic analysis, where different patterns were noted and categorized into themes and sub themes. These themes were used to analyze the data further with help of previous literature. 10 interviews were conducted where respondents were given an open-ended questionnaire, most of the respondents suggested that Facebook is the most popular social media platform and they pass time while sharing and viewing content on the Facebook. It was also revealed by the 80% of the respondents that they share political content on their timelines and most of them were affiliated with the respective political parties. This research also discovered that just like any other discussion group, 30% respondents were part of political groups where they share political information with their fellow members. Lastly social media has provide an opportunity to youth voters a direct and individual relationship with their favorite parties and politicians which was not possible with traditional mass media