THE INFLUENCE OF POLITICAL MARKETING VIA SOCIAL MEDIA ON POLITICAL PARTICIPATION: A MEDIATED MODERATION THROUGH POLITICAL EFFICACY AND POLITICAL INTEREST

Abstract

This study explores the influence of political marketing activities via social media including customers’ relationship building and visibility on political participation in Lebanon. Moreover, the study examines the mediating effect of political efficacy and the moderating effect of political interest on the relationship between political marketing via social media and political participation. A Quantitative survey method was used to achieve the current research objectives based on data derived from 412 respondents. The findings of this study indicate that customers relationship building and visibility via social media are positively associated with political efficacy but not with political participation. Additionally, political efficacy fully mediates the relationship among these variables and political participation. The findings also reveal that political interest moderates the relationship between these variables and political participation. This study adds to the body of marketing literature the impact of political marketing on political participation in a unique political environment such as Lebanon. Moreover, this study guides both political marketing and political candidates about the influential factors of political participation in order for them to plan for the required actions to enhance political participation