Usage of Social Media by Leading Political Parties in General Election 2018 of Pakistan

Abstract

Social Networking sites are highly used for political proposes. In this study, the research tried to search the usage of social media by political parties during elections campaigns 2018 in Pakistan. The researcher applied the agenda-setting theory to link the social media posts of these political parties' pages and content analysis research technique for analyzing the variables. It was concluded from the that these social media are highly used for mobilizing voters where the users of these mediums not only see these posts but also like, comment and share for responding about what is uploaded on these social media pages by the representatives of political parties. It is concluded that from three trending political parties, PTI emerged as the most dominant party by using these social media tools, by uploading a maximum number of posts, by mobilizing voters to vote for a specific political party.