Use of Social Media in Election Marketing in Bangladesh: Its Impact on Voting Behavior

Bidyut Kumer Balo

Assistant Professor
Department of Marketing, Faculty of Business Studies, Jagannath University, Dhaka, BD

Niaz Mahmud Shawon

MBA Student
Department of Marketing, Faculty of Business Studies, Jagannath University, Dhaka, BD

Khulna University Business Review – A Journal of Business Administration Discipline, Khulna University, BD
Volume 13, Number 1 & 2, January to December 2018, Pages 1-12
DOI: 10.35649/KUBR.2018.13.12.1
Published: June 2019
Published Online:
July 2019

Purpose: The main purpose of the study is to illustrate the use of social media in election marketing in Bangladesh and to identify how social media is changing voting behavior of voters. Social media marketing involves the use of online social media tools—such as Facebook, Twitter, Instagram and LinkedIn—to reach voters in innovative ways. In previous years, traditional media play a significant role in creating awareness among people, but over a period of time social media becomes an important marketing tool which not only aware people but also help to attract them in election marketing
Methodology: The researchers use ‘Quant-Qual design’ for this research. Related articles, books etc. are reviewed for gathering secondary data. Convenience sampling method has been used to collect primary data from 120 registered voters.
Findings: The study has found that social media efficacy within voters create voting awareness and political knowledge and change their mentality towards politics and make them aware about their voting right. The best summary of this research is that social media build a relationship between politicians and people through online campaign that helps to generate public trust for the politicians.
Research Limitations: The main limitation of this study is that some of the people are not comfortable to give their comments on this survey because of the political content. It limits the validity of the research.
Practical Implications: Study will help both voters and politicians in national election as well as all types of election taking place in any organization like schools, colleges, banks, universities in Bangladesh and all over the world.
Originality: The study cites the present situation of using social media in election marketing in Bangladesh. Study also provides guidelines about the future effectiveness of the social media in Bangladeshi election and its impact on voting behavior.