Title: The impacts of value derived from Facebook interactions on political voting

Authors: Ghada Chourou; Eya Kbaier; Nesrine Ben Amor; Imène Ben Yahia

Addresses: Marketing Department, University of Tunisia – Higher Institute of Management of Tunis, Tunisia ' Marketing Department, University of Tunisia – Higher Institute of Management of Tunis, Tunisia ' Marketing Department, University of Tunisia – Higher Institute of Management of Tunis, Tunisia ' Marketing Department, La Manouba University – Higher School of Commerce of Tunis, Tunisia

Abstract: Based on the value consumption theory and the social influence theory, this research investigates the impact of Facebook interactions on political voting. Data from 208 Facebook users was collected after Tunisian presidential elections in 2019. Findings show that values derived from the interactions with the candidate and with peers on Facebook impact positively the relationship quality with the candidate and the voting intents. The study also considers the moderating roles of skepticism, involvement in politics and social influence outside Facebook. Only the effect of the latter was significant. This result reflects the specific context of new democratic countries. In fact, citizens do not vote for the programs but for the candidate without paying attention to the political programs. In addition, results show that the vote is influenced by the choice of others, which shows a political immaturity and a lack of personal conviction about the programs. This research will help political candidates to better develop their electoral communication particularly on social media.

Keywords: vote; politics; social media; social influence theory; consumption value theory relationship quality.

DOI: 10.1504/IJECRM.2024.138651

International Journal of Electronic Customer Relationship Management, 2024 Vol.14 No.2, pp.158 - 180

Accepted: 27 Jul 2023
Published online: 22 May 2024 *