The Impact of Political Marketing Via Social Media on Political Participation: An Empirical Analysis in Lebanese Context

This study investigates the impact of political marketing using social media in Lebanon. Furthermore, the study investigates the moderating influence of political interest on the link between political marketing via social media and political participation. The present study goals were satisfied using a quantitative survey approach based on data from 412 respondents. The study’s findings claim that political marketing via social media influences political participation in Lebanon. Furthermore, the data show that political interest strengthens the link between political marketing via social media and political participation. This study added to the corpus of marketing literature by examining the influence of political marketing on political participation in a particular political setting, such as Lebanon. Furthermore, this study informs political parties about the impact of political marketing efforts via social media, allowing them to plan for the necessary steps to increase political participation.

Political marketing, political interest, political participation, Lebanon