IMPACT OF SOCIAL MEDIA USE ON POLITICAL PARTICIPATION, POLITICAL EFFICACY AND VOTING BEHAVIOR AMONG COLLEGE STUDENTS: EVIDENCE FROM SUKKUR DIVISION, SINDH

Abstract

This study investigated the impact of social media use on political participation, political efficacy, and voting behavior among college students in the Sukkur Division of Sindh, Pakistan. Using a quantitative survey of 386 students, the analysis included descriptive statistics, Pearson correlations, and regression models to test three hypotheses. Results indicated that social media use is strongly and positively associated with political outcomes of College Students. Social media for 58.8% of the variance in political participation and 50.4% of the variance in political efficacy and explains 26.0% of the variance in voting behavior. All three regression models were statistically significant (p < .001). Notably, increased social media engagement corresponded with higher self-reported confidence in understanding politics and greater offline political activity (e.g. voting, protests). These findings relate to Uses and Gratifications Theory, which suggested individuals use media to fulfill informational and civic needs and with theories of political mobilization via communication tools. The study investigated the potential of social media to empower youth politically and suggests implications for policymakers and educators. Recommended actions include integrating digital media literacy into curricula, leveraging social platforms for civic engagement, and addressing online misinformation and digital divides to foster inclusive political participation.