Abstract
Designed with descriptive-correlational method of research, this paper aimed at determining the relationship between the level of awareness on political marketing via Facebook and the level of political participation of thirty (30) selected students who were purposively sampled from those who had their summer classes at the University of Perpetual Help System Laguna for the AY 2015-2016, a week after the May 2016 national elections of the Philippines. Inclusion criteria covered the age of the respondents who were registered voters of the Philippines and had participated in the recently concluded 2016 national elections. Based on the findings of the study, it was concluded that the respondents had high level of awareness on the political marketing via Facebook and had high level of political participation. However, their level of political participation did not depend on their level of awareness on political marketing via Facebook. Future researches are encouraged to conduct another inquiry on political marketing and political issues through increasing not only Facebook usage but also the utilization of other social media platforms such as twitter, Youtube, among others.
Highlights
Facebook is one of the modern communication means which were adopted by politicians to disseminate their ideas, influence the individuals’ opinions, induce them to adopt their ideas, and vote for them in elections
Based on the findings of the study, it was concluded that the respondents had high level of awareness on the political marketing via Facebook and had high level of political participation. Their level of political participation did not depend on their level of awareness on political marketing via Facebook
Facebook provides the workers in political marketing field with the access to the target audience by the advertising messages; it provides Facebook users with various means for receiving the political promotion messages, interacting with each other, and exchanging the information
Summary
Facebook is one of the modern communication means which were adopted by politicians to disseminate their ideas, influence the individuals’ opinions, induce them to adopt their ideas, and vote for them in elections. Facebook provides the workers in political marketing field with the access to the target audience by the advertising messages; it provides Facebook users with various means for receiving the political promotion messages, interacting with each other, and exchanging the information. This is why workers in the political marketing field focus on Facebook in advertising information about political events, personal information about the politicians and candidates, with the aim of building a positive image about them and urging the users to promote them and their ideas and contribute to the process of political change (Yousif &ALsamydai, 2012). Political marketing is a new sub - discipline, it has sought legitimacy for its theoretical basis by borrowing from conventional marketing concepts such as marketing orientation
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