Social Media and Voting Behavior: The Impact of Demographic Factors on the Tendency to 'Like' Facebook Posts During Elections

Abstract

This study examines voting behavior as expressed through social media, with a particular focus on Facebook, within contemporary democratic contexts. The primary objective is to analyze the tendency of voters to "like" Facebook posts related to societal issues, public needs, and aspirations during elections, and to assess the influence of demographic factors-namely age, gender, and educational qualification- on this behavior. Data were collected through a structured questionnaire administered to 400 Facebook-using voters from three districts of Uttarakhand: Uttarkashi, Dehradun, and Haridwar. The data were analyzed using the Chi-square test. The findings indicate that a majority of respondents tend to "like" posts concerning public issues during elections, reflecting a form of political expression and engagement. The results further reveal that age has a statistically significant influence on this behavior, whereas gender and educational qualification do not show a significant impact. The study concludes that "liking" Facebook content represents more than a routine digital action; it serves as a meaningful indicator of political awareness, preferences, and democratic participation.