The Erosion of Voters’ Trust: How eWOM Shapes perceptions of Mainstream Political Parties in Pakistan?

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Published Jun 1, 2024
https://doi.org/10.61506/02.00295
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Vol. 10 No. 2 (2024): Journal of Policy Research

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Talha Aslam
Talha Aslam is PhD candidate at Department of Mass Communication, Allama Iqbal Open University, Islamabad
Saqib Riaz
Dr. Saqib Riaz is Professor and Chairman at Department of Mass Communication, Allama Iqbal Open University, Islamabad

Abstract

In this technological age, Electronic word of mouth (eWOM) plays crucial role in making public Voter perception. This study examines the effect of eWOM on voter perception of mainstream political parties in Pakistan. This study majorly focuses on the extent that at what level eWOM influneces voter’s attitudes and belief toward these political parties. This study uses arbitration theory to explore how eWOM turns as a casual clash tool, affecting voter trust and perceptions of mainstream political parties in Pakistan. Arbitration theory uses in this study to explore that how eWOM turns as a casual clash tool, effecting voter perceptions of mainstream political parties in Pakistan. Research methodology used in this research is quantitative, data collected from 800 respondents from University of the Punjab, University of Karachi, University of Baluchistan, University of Peshawar, and Quaid-e-Azam University. Data collected through questionnaire is analyzed to identify the patterns and correlations between eWOM exposure and voter perception, with major focus on how eWOM assists as intervening factor the mediation of contradictory political parties. The findings reveal that eWOM plays highly significant role in making perceptions of voter in decision making. This research study highlights that wider exposure to eWOM significantly impacts voter perception.  The research also discloses that eWOM considerably forms voters' perceptions, affecting their attitudes and voting behaviors. eWOM influences political parties' deliberate decisions, guiding them to accept platforms and policies that reflect public emotion.

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How to Cite
[1]
Aslam, T. and Riaz, S. 2024. The Erosion of Voters’ Trust: How eWOM Shapes perceptions of Mainstream Political Parties in Pakistan?. Journal of Policy Research. 10, 2 (Jun. 2024), 759–767. DOI:https://doi.org/10.61506/02.00295.
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