The Influence of Social Media Platforms on Public Opinion: A Case Study of the Gaza-Israel Conflict

Social media serves as both a channel for information and a breeding ground for deception, the conflict between Israel and Gaza has emerged as a key topic of discussion from the perspective of the contemporary world. (Finkelstein, 2018, 2023; LSE Blogs, 2023.). Moreover, the solidary of agenda-setting and propaganda around the war between Gaza and Israel has an effect on the customer behavior in the Pakistani market and it places an emphasis on the need of adopting a more ethical approach to the media in the context of war and conflicts in order to forestall the dissemination of more false information towards the general population (Khalidi, 2020; Filiu, 2014; Amnesty International, 2023; Vox, 2023; Palestine Studies; Gallup Pakistan, 2023; BDS Movement). This research explores the impact of social media narratives, often biased against Israel, on public opinion and consumer behavior in Pakistan, particularly focusing on the rise of boycott movements against Israeli products - using Agenda Setting and Propaganda Theory, the study analyzes how these narratives shape public perception and drive collective action. It contributes to expansion the theoretical and empirical literature on the relationship between mediated representations and the behaviors of consumers in contemporary conflicts and it offers guidelines to both media professionals and consumers regarding how to interact with information through social media in a manner that is both safe and responsible.