Volume 30, Issue 1, 2021
DOI: 10.24205/03276716.2020.2079
The Effect of Social Media on Voter Behavior: The Sample of Kayseri Province
Abstract
Today, social networking platforms today are a dominant communication environment which enable the creation of instant, interactive and material. Social networking is used for effectively and efficiently interacting with electorate, especially during election processes, through campaign activities. Social networking may have a major effect on political actors' behaviors and election behavioural trends. In this aspect, in this study aimed to reveal the effect of social media on voter behavior, a survey application was conducted with 1231 people in the province of Kayseri. As a result of the research, it was seen that the effect of social media on the voters differed significantly according to gender, marital status, age, education and income status, residence, purpose of use and relevance to the political agenda.
Keywords
Social media, political communication, voter behavior, political participation.