Credibility of political marketing on social networking sites in Malaysia: youth perspectives / Azwan Ahzran Perman

Perman, Azwan Ahzran (2021) Credibility of political marketing on social networking sites in Malaysia: youth perspectives / Azwan Ahzran Perman. ESTEEM Journal of Social Sciences and Humanities, 5 (1). pp. 15-25. ISSN 2600-7274

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Abstract

Youths are susceptible to external stimuli, and in the era of the internet, they are on its frontline. Youths are shown to be very close to social networking sites (SNS). In years past, through political marketing and propaganda, the idea of fake news and misinformation is widely debated by all sides on the internet. This paper explores the credibility of political marketing and propaganda via SNS in Malaysia through youth’s perceptions. In this qualitative study, seven semi-structured interviews were used to assess youth’s perceptions on the credibility of Political Marketing and propaganda on SNS. Through content analysis of the transcriptions, the study found that the participants were
aware of fake news and were eager to question and verify political marketing and propaganda information they obtained from SNS. This study highlights the need for a common definition of SNS and the role of political parties and the government to use SNS ethically. Studies on a similar subject need to be expanded to cover greater youth representation across the country.

Metadata

Item Type: Article
Creators:
Creators
Email
Perman, Azwan Ahzran
azwan0574@uitm.edu.my
Subjects: H Social Sciences > H Social Sciences (General) > Research
H Social Sciences > H Social Sciences (General) > Research > Quantitative research
H Social Sciences > H Social Sciences (General) > Research > Statistical methods
Divisions: Universiti Teknologi MARA, Pulau Pinang > Permatang Pauh Campus
Journal or Publication Title: ESTEEM Journal of Social Sciences and Humanities
UiTM Journal Collections: UiTM Journal > ESTEEM Journal of Social Sciences and Humanities (EJSSH)
ISSN: 2600-7274
Volume: 5
Number: 1
Page Range: pp. 15-25
Official URL: https://ejssh.uitm.edu.my/
Item ID: 46469
Uncontrolled Keywords: Youth, Political marketing, Political propaganda, Social networking sites
URI: https://ir.uitm.edu.my/id/eprint/46469

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46469

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