Influence of Political communication campaign through social media on the voting decision of BSDC students
| dc.contributor.author | Danica Rose O. Abril | |
| dc.date.accessioned | 2025-09-29T05:45:01Z | |
| dc.date.available | 2025-09-29T05:45:01Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | An election is a formalized collective decision-making process wherein a society chooses one or more people to hold public office. In the Philippines, social media become an essential instrument for political communication and election campaigns. According to a study conducted by the Philippine Center for Investigative Journalism (PCIJ), social media played a significant role in the 2016 Philippine presidential elections. The study found that political candidates and parties used social media platforms such as facebook and Twitter extensively to engage with voters, particularly younger ones. The study aims to know the influence of social media on the decision-making of BSDC students of CLSU specifically; the study aims to answer the following questions: (1) What is the socio-demographic profile of the CLSU BSDC students voters? (2) What are the Communication attributes of the respondents? (3) What is the Extent of Exposure to Political Communication Campaign on the different Social Media Sites?(4) What is the Response or Attitude of BSDC students to Political Communication Campaigns posted on Social Media (5) What is the Perception of the Role of Social Media in the voting preferences of CLSU BSDC students? (6) What is the Correlation between gender choice of political leaders? (7) Is there any significant differences between the extent of political communication through social media influence on the voting decision of BSDC students when grouped according to their socio-demographic profile (8) Is there any significant relationship between the responses of the BSDC students on the Political Communication post and the extent of political communication through social media influence the voting decision of BSDC students?(9) Is there any significant relationship between the perception of the role of social media in the voting preferences of CLSU BSDC students and the extent of political communication through social media influence the voting decision of BSDC students? The results indicates that the majority of BSDC students "sometimes" react to various political materials (whether a like, love, hahaha, etc.) but "never" post a photo about their political views. The respondents were "frequently" influenced by personal beliefs and values gaining. They are sometimes Less Likely to engage with political posts on social media but "frequently" like to engage in Serious, issue-focused posts with the highest frequency of 81. the majority cliam that political campaign promises were very important. According to the findings majority of the respondents are "very frequent" to be influenced by increased funding for education. While majority of the respondents "somewhat trust" the Job training programs which is a reason for them to conduct "some research" with the campaign promises. Also the political campaigns and materials posted on different social media sites affected respondents' voting preferences and decisions during the last 2022 election. Regarding the communication attributes, it was found that most of the voters who were CLSU BSDC students had a mobile phone, which they used for communication and to access social media sites. They also had their device to access social media sites. They spent (3-4) hours a on social media sites, which they accessed through wifi, The CLSU BSDC students have a dependable internet connection. The CLSU BSDC students' voters were regular users of Facebook and consistently communicated via social media. Finally (4) active social media sites were used by CLSU BSDC students voters. Communication between political candidates and students voters is vital, especially because social media may be used to facilitate this. It is recommended that the head of political management use social media to distribute legitimate news about prior concerns and information about the parties, making voters aware and informed because its influences their voting decisions. | |
| dc.identifier.uri | http://granarium.clsu.edu.ph/handle/123456789/596 | |
| dc.language.iso | en | |
| dc.relation.supervisor | MARIA ADRIELLE S. ESTIGOY | |
| dc.title | Influence of Political communication campaign through social media on the voting decision of BSDC students | |
| dc.type | Thesis |