The impact of social media on political campaigning

Abstract

The further expansion of Social Media, as a vehicle to convey information, interact and mobilize individuals, is nothing but positive news for political actors. The primary purpose of this research was to examine thoroughly the relationship between Social Network Services (SNS) and the active political participation of its users. Primary data was collected through feedback given by three different cohorts of online users, namely, Members of Parliament, political pundits and the general online community through a questionnaire. Questions were mostly close-ended save for two, which allowed more latitude to the respondent to express himself/herself. The results were compared and contrasted with existent literature, and recommendations were posited both for future researchers and political actors in pursuance of a successful campaign using this spectacular and dynamic means of communication.