Modeling the Influence of Social Media on Political Mobilization and Electoral Behavior in Democratic Societies

Abstract

The introduction of social media in people's lives has largely changed the way political communication, mobilization,
and electoral behavior are conducted in democratic societies. The paper will discuss how social media sites have
impacted the political participation and voting habits of people both in reference to the empowering and disruptive
influences social media sites have had on democracy. The research design employed was quantitative and was done
with the help of a structured survey involving 250 participants which were selected through stratified random
sampling. The data analyses were performed based on descriptive statistics, correlation and regression to determine
the correlation between the social media use, political mobilization and voter turnout. The results indicate that the
social media use and political mobilization have a high positive correlation (