SCROLLING FOR VOTES: EXPLORING THE NEXUS OF SOCIAL MEDIA WITH VOTING BEHAVIOR IN CHAKWAL, PAKISTAN

Abstract

This study explores the influence of social media as an emerging socio-cultural force shaping voting behavior in Chakwal District, Pakistan, where traditional networks such as family and caste intersect with expanding digital participation. A quantitative survey of 800 registered voters selected through simple random sampling was analyzed using frequencies, percentages, and chi-square tests. Results indicated that 81.4% of respondents use social media daily, primarily Facebook and Instagram, underscoring its centrality in political awareness and engagement. Significant associations were found between voter motivation and exposure to online campaigns, leaders’ digital presence, and political discussions, while purely informational content had a weaker influence. The findings reveal that social media complements rather than replaces traditional sociocultural influences, functioning simultaneously as an information channel and mobilization platform. The study highlights the need for critical digital literacy and responsible engagement within Pakistan’s evolving democratic culture.