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VOL. 11, ISSUE 5 (2025)
The effect of Social Media influencers on youth voter turnout and Election Participation
Authors
Akshit Changani, Dr. Kishan Yadav
Abstract
This study investigates the influence of
social media influencers on youth voter turnout and electoral participation,
with a focus on understanding the psychological and behavioral pathways through
which such digital actors shape political attitudes and actions. With the
digital sphere becoming a dominant force in political discourse, especially
among Generation Z and Millennials, this research explores how influencer
exposure and perceived credibility contribute to political awareness and civic
engagement. Using quantitative methods, including exploratory factor analysis,
multiple regression, mediation analysis, ANOVA, and t-tests, the study finds
significant relationships between influencer-driven content and voter behavior.
Political awareness emerges as a partial mediator in the link between
influencer credibility and turnout, underscoring the nuanced dynamics of
digital political engagement. The findings highlight the transformative
potential of digital influencers as modern political mobilizers, suggesting
strategic implications for campaigns aiming to increase youth electoral
participation in the digital era.
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Pages:130-135
How to cite this article:
Akshit Changani, Dr. Kishan Yadav "The effect of Social Media influencers on youth voter turnout and Election Participation". International Journal of Humanities and Social Science Research, Vol 11, Issue 5, 2025, Pages 130-135
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