The effect of social media marketing on voting intention; an application of multidimensional panel data

What is it about?

This study aims to examine the effect of social media marketing on voting intention. Consequently, a multidimensional panel data model was devised. The dependent variable is a multifaceted construct that measures the participants’ intention to vote. The independent variables are electronic word of mouth (eWOM), customization (CUS), entertainment (ENT), interaction (INT), trendiness (TRD), candidate’s perceived image (CPI), religious beliefs (RB), gender, and age. The grouping variables which consist of fixed effects are employment status, level of education, mostly used social media, and religion. First, the significance of said fixed effects were tested through an ANOVA process. Then, the main model was estimated including the significant grouping variables as fixed effects. According to the results, employment status and level of education made for significant fixed effects. Also, eWOM, ENT, INT, CPI, RB, and gender showed significant effects on participants’ voting intention.

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