THE IMPACT OF POLITICAL MARKETING THROUGH SOCIAL MEDIA ON VOTERS’ INVOLVEMENT, SATISFACTION AND LOYALTY YOUTH PAKISTANI VOTERS’ PERCEPTIONS

Abstract

Voter loyalty has been given little attention in the political system of Pakistan owing to various issues and voters’ loyalty is taken for granted and their arising issues remain overlooked and left at the mercy of Allah. Voters’ lifestyle has gone from bad to worse and they still have a ray of hope for better life and future ahead of them. Present empirical study aims at examining the relationship between study variables. Using convenience sampling, whereas the data were collected from the educated youth nation through online survey questionnaire and useable sample was 383 respondents. PLS-SEM technique was used to test relationship and association between the variables because of having a complex research model. Results indicated that the proposed hypotheses were supported. It is highly recommended to the political parties to take immediate concrete measures to improve the voters’ quality of life and address their grievances in the first place. Present study is useful for students, teachers, curriculum developers and policy makers to revisit their entire policies to give an equal right to the citizens of Pakistan.