Use Of Social Media In Electoral Process During General Elections 2018 In Punjab, Pakistan

Social media is known to be a platform for sharing ideas, thoughts, awareness including the exchange of political awareness and political ideas, etc. Different social media tools such as Facebook, WhatsApp, Twitter, YouTube, Instagram and, IMO, etc. are being commonly used by the general public for social interaction in Pakistan. These social media tools are influential in political mobilization as well as transferrable amendments within the political setup of the country. The present study analyzes and, gauges the influence of usage of various social media tools and applications on molding the behaviors of electors during the General elections 2018 held in Punjab, Pakistan. The purpose and, major focus of the study is to measure and analyze the effect of social media on the political setup of the country, particularly in Punjab province. The findings of the study are supported by a survey conducted from the population having diverse demographics viz: gender, age group, educational qualification, profession, and, localities, etc. Results of the study depict that social media has been influential on the political behavior of the young population of Punjab province in the country