Exploring Factors Affecting Voters’ Participation in a Presidential Campaign: A Qualitative Study in a Post-Revolutionary Society

Abstract

The purpose of this paper is to explore factors affecting the political participation of Tunisian citizens during the presidential elections in 2019. Due to the increased use of social media in modern politics, we aim to enhance our understanding of the effect of the political use of social media on voting behavior. A purposive sampling through 16 semi-structured interviews is used. Data was collected from Tunisian citizens who were eligible to vote. Data retrieved was triangulated by an in-depth interview with an expert in political marketing to provide a better understanding. The data were analyzed using thematic analysis. Findings suggest that the important factors which influence a voter’s decision-making were political interest, political trust, political efficacy, and candidate image. The political use of social media also had a high level of importance and influence on behavioral intentions. This research sheds the light on a very contemporary area related to political marketing in an emergent country that is still in a democracy-transition phase. Furthermore, this research focuses on the rise of the political use of social media that is actively becoming an important factor in the political landscape in the Arab region and particularly in Tunisia, especially its role in the Arab spring events.