SOCIAL MEDIA POLITICAL ENGAGEMENT AND YOUTH POLITICAL PARTICIPATION: THE MODERATING ROLE OF POLITICAL EFFICACY AMONG UNIVERSITY STUDENTS IN PAKISTAN

Abstract

This study examined the relationship between social media political engagement and youth political participation, with a particular focus on the moderating role of political efficacy among university students in Pakistan. In the contemporary digital era, social media platforms such as Facebook and X have emerged as influential spaces for political communication, especially among youth. Despite increased online political engagement, the extent to which it translates into actual political participation remains uncertain. Using a quantitative, cross-sectional survey design, data were collected from university students and analyzed through regression and moderation analysis techniques. The findings revealed that social media political engagement has a significant positive effect on youth political participation. Political efficacy was also found to have a direct positive influence on participation and significantly strengthened the relationship between social media engagement and political participation. These results highlight that psychological factors play a crucial role in transforming digital political engagement into meaningful civic action. The study contributes to the growing literature on digital political behavior by integrating social media usage and political efficacy within a unified framework. It offers important implications for policymakers, educators, and political institutions seeking to enhance youth civic engagement in developing democracies.