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The influence of social media political communication content on voting behavior of the young generation

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dc.contributor.author Piyathissa, Dilrukshi
dc.contributor.author Ratnayake, Hashan
dc.date.accessioned 2020-01-23T06:14:54Z
dc.date.available 2020-01-23T06:14:54Z
dc.date.issued 2019-11-25
dc.identifier.citation 8th Annual International Research Conference - 2019, on "Sustainability through Business, Humanities and Technologies", pp.244-254. en_US
dc.identifier.isbn 978-955-627-195-9
dc.identifier.uri http://ir.lib.seu.ac.lk/handle/123456789/4301
dc.description.abstract Currently, the intention of use social media is drastically different from the use of social media in past. In 2015 Sri Lankan presidential election, a large-scale political communication campaign was conducted through social media, and its role is highly emphasized by politicians and supporters. The main purpose of this study was to investigate the influence of social media political communication content on the voting behavior of young voters. The population of this study was young voters who use social media and data were collected through online distributed self-administrated structured questionnaire. The study was conducted by selecting 120 young voters based on convenience sampling method. Social media political communication content was the independent variable whereas dependent variable was voting behavior. Descriptive statistics, correlation analysis and regression analysis were applied to analyze the data by employing SPSS 21.0. The results of the correlation analysis and regression analysis showed significant positive relationship between the independent and dependent variable. Findings of the research emphasize that social media has great power to influence voters’ behavior as a communication tool in the political context of Sri Lanka. en_US
dc.language.iso en_US en_US
dc.publisher Faculty of Management and Commerce, South Eastern University of Sri Lanka. en_US
dc.subject Political communication en_US
dc.subject Social media en_US
dc.subject Voting behavior en_US
dc.title The influence of social media political communication content on voting behavior of the young generation en_US
dc.type Article en_US


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