The impact that political social media marketing causes on young portuguese voters: a quantitative study about voting intentions

Azevedo, Francisca Gonçalves

http://hdl.handle.net/10400.26/58241

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Authors

Azevedo, Francisca Gonçalves

Advisor(s)

Salomão, Miriam

Abstract(s)

This study explores the influence of Political Social Media Marketing on the electoral behaviour of young Portuguese voters. Grounded in the literature on political marketing, voter engagement and social media dynamics, the research investigates how perceived authenticity, perceived legitimacy, engagement level, and voting importance shape voting intentions among the younger electorate. A quantitative methodology was employed through an online survey, and the data were analysed using Structural Equation Modelling. The results reveal that perceived authenticity positively influences perceived legitimacy, while engagement level and the importance attributed to voting significantly predict voting intentions. However, other relationships, such as the influence of authenticity or legitimacy on engagement, were not statistically supported. These findings highlight the complexity of the relationship between digital political communication and youth electoral behaviour. Despite moderate levels of engagement, young voters show a strong intention to vote and attach high importance to the act of voting. The study offers relevant theoretical and practical contributions, especially for political marketers and decision-makers aiming to engage younger generations more effectively.