Social Networking Sites (SNS) and Electoral Outcomes: How the Tools/Functions Can be Used to Predict Electoral Outcomes

• Main Author: Sharif, Abdul R
• Format: Others
• Published: DigitalCommons@Robert W. Woodruff Library, Atlanta University Center 2017
• Subjects: social media; voting; elections; Internet voting; social media and voting; Obama effect; American Politics; Models and Methods; Other Political Science
• Online Access: http://digitalcommons.auctr.edu/cauetds/98; http://digitalcommons.auctr.edu/cgi/viewcontent.cgi?article=1236&context=cauetds

This behavioral study examines the users’ engagement on social networking[ sites (SNS) in electoral races for public office in relation to their act of voting. This study was based on the premise that when certain criteria are met then SNS can be used as a predictive tool. The initial technique used was observations of the tools/functions on SNSs such as the “Like” button, favorable comments, retweets, friends/followers. Another technique used was surveys administered to individuals at political rallies, political debates, and college campuses to further analyze if their online engagement in politics translates to their physical participation. A quantitative case study analysis approach was used to analyze data gathered. Results of the data collected suggest that there is a positive relationship between online engagement and physical participation. The conclusion drawn from the findings suggests that SNS can be used as a predictive tool when examining electoral races for public offices.