The Impact of Political Advertising through Social Networking Sites on Egyptians’ Political Orientations and Choices

Khaled A. Gad
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Khaled A. Gad: Associate Professor, College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport

International Journal of Business and Social Research, 2014, vol. 4, issue 2, 1-14

Abstract: This paper examines the influence of political advertising through social networking sites on Egyptians’ political orientations and choices. The objective of this paper is to determine how Egyptians’ social networking sites users are interested in political promoting campaigns and how they deal with such campaigns. Also the paper measures the impact of these campaigns in influencing the current political events, the individuals’ political choices and orientations, and the extent to which they can rely on such campaigns. A structured questionnaire has been developed and posted for two weeks on social networking sites; only 397 questionnaires were valid for statistical analysis. Research findings showed that Egyptians are interested in the political promoting campaigns through social networking sites, Egyptians believe that political promoting campaigns have a significant effect on the political situation, and Egyptians deal positively with the political promoting campaigns. Furthermore the political promoting campaigns through social networking sites have a low effect on Egyptians’ political orientations and choices. Finally, Egyptians believe that political promoting campaigns through social networking sites have low level of credibility. These results can provide insights for Egyptian politicians to use social networking sites as an essential promoting channel to achieve the appropriate change in Egyptians’ political orientations and beliefs. This paper is of great significance to many parties in Egypt; ranging from sophisticated politicians to any ordinary teenager or individual. The study shows the importance of social networking sites in the Egyptian society and how they can be incorporated to affect the country’s political condition.

Keywords: Political Marketing; Political Advertising. (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:mir:mirbus:v:4:y:2014:i:2:p:1-14

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