This study examines the influence of social media on political awareness and voting behaviour among citizens in Punjab, Pakistan. This quantitative study examines the influence of social media on political awareness and voting behavior in Punjab, Pakistan. Using a structured questionnaire, data were collected from a sample of 300 respondents selected through stratified random sampling to ensure representation across age groups, gender, and urban–rural locations. The study focuses on major platforms including Facebook, Twitter (X), Instagram, and WhatsApp, assessing their role in shaping political knowledge, attitudes, and electoral choices. Statistical analysis, including correlation and regression techniques, was employed to determine the strength and nature of the relationships between social media usage patterns and political engagement. Results reveal a significant positive correlation between social media exposure and political awareness, with politically active content influencing voting intentions among younger and urban respondents more strongly than among older or rural populations. The findings also identify the prevalence of misinformation and politically biased narratives, which may influence decision-making processes. This research contributes to understanding the evolving role of digital media in democratic participation and offers recommendations for fostering informed political discourse in Punjab.
Quadri et al. (Wed,) studied this question.
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