The Effect Of Use Of Social Media On Policital Marketing

Abstract

The main aim of this study was to unearth the Effect of Social Media on political Marketing and how this concept works in Pakistani context. A lot of work on the given topic has been done in the West specially USA and UK. However, in Pakistan there smattering pertaining the topic but not a research specially from Political Marketing perspective. So we embarked upon this endeavor to broach this topic. We had three core questions in mind when we started to conduct our research and all three of them were answered in a very satisfactory manner. We started the study with literature review and after going through the literature we understood the concepts of Political Marketing and how Social Media is being used as tool to market political brands. Our focus in Social Media was based primarily of Facebook and then on twitter etc. we conducted interviews from various stakeholders and recorded their perspectives in our study. The study has been divided into 5 sections which include Introduction to the topic, literature review, methodology, analysis and conclusion. The study concludes with the narrative that indeed the political dynamics of Pakistan have taken a dramatic shift since the inception of Social Media and out of the three major Political Parties of Pakistan namely Pakistan Tehreek-e-Insaf, Pakistan Peoples Party and Muslim League Nawaz, PTI has used social media marketing to taken political advantage in the most effective manner hitherto is remains on the top owing to the adaption of latest trends and systematic way to study the population and its proclivities.