Youth Engagement in Politics Through Social Media: A Study of Political Communication Tactics Targeting Young Voters

Abstract

In this study, we consider the effect of political communication strategies on youth engagement by looking at to what extent awareness of such a tactic or ability to engage and participate on social media could lead to political involvement. The research then uses constructs such as Political Tactics Awareness, Social Media Engagement, and Youth Engagement to measure the degree to which these factors help elevate political interest among young adults. A quantitative method is employed, interacting with 398 young social media users on Facebook, Twitter, Instagram, and TikTok. Data were analyzed using SmartPLS software, where Model Fit indices and path coefficients confirm the significance of hypothesized pathways. We found that the Model Fits well (SRMR = 0.062; NFI = 0.91), and Political Tactics Awareness and Social Media Engagement statistically significantly impact Youth Engagement (p<0.001). Additionally, Mediation Analysis shows that Social Media Engagement partially mediates Political Tactics Awareness and Youth Engagement, indicating that active digital participation in political communication is crucial. This study suggests the potential for social media to be a powerful instrument of political mobilization. Furthermore, this research advances the literature on political communication in the digital age by illuminating how digital engagement strategies can effectively stimulate political participation among young people.