Understanding the Role of Social Networking Sites in Political Marketing

Abstract

Today social networking sites (SNS) are one of the most popular and extensively used platforms. These SNSs are now acting as a strong medium of social expression and are changing the way people are acting and reacting to the information flow on these sites. Therefore, in this context, the current study tries to identify how SNS engagement of the people is affecting their online political participation and further how it impacts their rational political decision-making strategy. The resource model of political participation and the social exchange theory are undertaken as a guiding theoretical framework of this study. Survey method was used to collect data from university students across the Jammu region of Jammu and Kashmir. PLS SEM has been used for data analysis. The paper concludes by putting up the major findings of the study along with theoretical and practical implications.