Use of Social Media and Political Advertising: A Comparative Analysis of Voting Behavior of Voters of Punjab, Pakistan

The field of political communication and political advertising research is growing rapidly in Pakistan. The diverse range of study findings to far, however, shows body of work looking for guidance and unifying explanation. An essential instrument for grabbing voters’ attention and promoting concepts, products, and services is political advertising. It is considered as powerful persuasive political tactic that skillfully draws people in and shapes their thoughts to fit the intended parameters. This study is being done to evaluate the ideas around political advertising on social media. In this study, quantitative survey analysis is done by researchers among young voters of four Districts of Punjab. There are 200 voters selected randomly and systematically. Each districts have fifty carefully chosen active voters, evenly split between male and female active voters. In this qualitative survey research, eighteen closed-ended research questions are asked by the researchers excluding demographic questions. Active voters of 2024 general elections from Faisalabad, Gujranwala, Jhang, and Sargodha districts who belong to Punjab, Pakistan are the study's units of analysis. Imperially analyzed results reveal that the political advertising was employed using social media plate forms throughout before and after election 2024 campaigns by all leading political parties to grab young voters' political interest and political activities. Empirical findings have shown that the specifics of political advertising, and adolescents in the four district of Punjab are interested in this expanding kind of political campaigning using social media. The active voters in the Punjab are becoming heavy users and also politically influences from social media. This research is being done to further the discipline of political communication studies. A political party's and its leadership's reputations are improved through political advertising during 2024 elections by extensive use of social media.