Political Promotion Over Social Media and Voters' Voting Intention With Trust as a Moderator

ABSTRACT This study examines the relationship between voters' attitudes towards social media promotion and their voting behaviour, along with the moderating effect of trust on this relationship. For this study, primary data was acquired from a sample of 441 respondents across Karnataka in India using a predesigned questionnaire. Convenience sampling was utilised to ensure that only interested and motivated respondents participated in the study and that the sample was representative of the target population. Significant findings of this study implied that political parties that aim to embrace social media advertising must inculcate trust among their target audience. Again, political parties that plan to use social media advertising must build a memorable and lasting impression on the minds of their target audience in every interaction by developing a reliable and authentic discourse. This study adds to the understanding of the moderating role of trust in voters' attitudes towards social media advertising and can be used to formulate an appropriate political promotion strategy.