1

Extent of Influence of Political Campaign Strategies on Voting Preferences of

First Time Voters
In Partial Fulfillment of the Requirements in
Practical Research 2

Submitted by
Joseph Lyan B. Columida
Byron Paul B. Magbanua
R-jay O. Salvacion
Jillian Chloe G. Aguirre
Jeah Mae J. Belicano
Loraime C. Cayetano
Levimee Bless A. De los Reyes
Hanna Nicole B. Genoraga
Fiela Ea S. Jugos
Ezra Chealsy B. Peruelo
Crystal C. Sembrano
G12 – Humanities and Social Sciences Empathy
Group 3

Submitted to
KALVIN JOY BAUNO
Subject Teacher
OCTOBER 2024

Chapter I

INTRODUCTION

Background of the Study

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Political campaign strategies play a major role in shaping the voting

preferences of first-time voters who are new to the electoral process. Research has

shown that interactive strategies, such as town hall meetings, can enhance voter

engagement by providing a platform for candidates to discuss their platforms directly

with voters. According to Wantchekon et al. (2018), such interactions can lead to

increased voter support, especially among marginalized groups, by fostering a

deeper understanding of the candidates’ positions.

Anabo (2021) adds that first-time voters often prioritize the substantive

achievements and qualities of candidates over superficial attributes. This finding

suggests that campaigns aiming to appeal to new voters should focus on the

candidates’ real accomplishments and capabilities.

Furthermore, Yap (2023) explores the influence of media and public personas

on voter preferences. His study indicates that media representations and the way

candidates present themselves can significantly affect voter attitudes, particularly

among educated youth and first-time voters. This suggests that effective use of

media is important for connecting with and persuading new voters.

In addition, Kim-Leffingwell and Sallenback (2024) examine the impact of

nostalgic rhetoric on voter behavior. Their research on the 2022 Philippine

presidential election reveals that expressions of nostalgia for past leaders can

influence voter preferences. They found that voters in areas with strong support for

previous administrations were more likely to express nostalgia on social media,

which can affect their voting choices.

Taken together, these current studies suggest that political campaigns should

consider a range of strategies to engage first-time voters. This includes using direct
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interaction methods, focusing on the substantive attributes of candidates, leveraging

media effectively, and addressing nostalgic sentiments to influence voting behavior.

Statement of the Problem

In general, the study sought to investigate the influence of political campaign

strategies on the voting preferences of first-time voters within Negros Occidental

High School.

Specifically, the study sought to answer the following questions:

1. What is the demographic profile of the respondents in terms of:

a. Senior High School Strand

b. Age (17 and above)

c. Sex

2. What is the extent of influence of political campaign strategies on the voting

preferences of the respondents?

3. Is there a significant difference in the extent of influence of political campaign

strategies in the voting preferences of the respondents when grouped

according to the demographic profile?

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Hypothesis

The following hypothesis were derived from the identified inferential problems:

1. There is no significant difference in the extent of influence of political

campaign strategies in the voting preferences of the respondents when

grouped according to the demographic profile.

Theoretical Framework
Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John

Cacioppo, ELM proposes that persuasion happens through two routes: central and

peripheral. The central route involves deep processing of the campaign’s content,

while the peripheral route relies on superficial cues (e.g., candidate attractiveness,

celebrity endorsements, slogans, and etc.).

Elaboration Likelihood Model This can help explain how different campaign

strategies, depending on their focus, can either deeply engage voters or appeal to

them through surface-level cues, thus influencing their voting preferences.

Conceptual Framework
Applying behavioral and contingency situation theory, and Organizational

support theory in the study, the researcher assumes that differing political campaign

strategies may exhibit various effects on first-time voters’ preferences.

This further assumes that when campaign strategies are executed effectively

and positively, a higher level of voter support is anticipated.

To present it clearly, the diagram below presents the conceptual framework of

the study.
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Dependent Variable Dependent Variable Independent Variable

Demographic Political Campaign

Profile Strategies
Voting Preferences
of First Time
Voters
 Age  Social Media
 Sex  Face to Face
 Strand  Digital

Figure 1. A schematic diagram showing the relationship of the variables

Scope and Delimitation of the Study (Kulang other W’s Questions)

This study will cover the voting preferences of Grade 12 Accountancy,

Business, and Management (ABM), Humanities and Social Sciences (HUMSS),

Science, Technology, Engineering, and Mathematics (STEM), Technical-Vocational-

Livelihood (TVL), first time voters of Negros Occidental High School towards the

influence of political campaigns strategies. The primary subjects of this study are the

Grade 12 ABM, HUMSS, STEM, and TVL students in the school year 2024-2023.

The respondents are limited to one-hundred (100) Grade 12 ABM, HUMSS, STEM

and TVL students of Negros Occidental High School.

Moreover, the participants were purposely selected by referring to their

voting preferences towards political campaigns being a first time voters. Through the

survey, the participants will be asked about their voting preferences towards the

influence of political campaigns strategies as a first time voters. On the other hand,

this study will be limited only to the first time voters student’s through their voting

preferences towards the political campaigns strategies.

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Significance of the Study ( Comelec )

This study aims to explore the extent to which political campaign strategies

influence the voting preferences of first-time voters. Specifically, it focuses on 17-

and 18-year-old students from Negros Occidental High School, representing diverse

academic strands: Accountancy, Business, and Management (ABM), Humanities

and Social Sciences (HUMSS), Science, Technology, Engineering, and Mathematics

(STEM), and Technical-Vocational-Livelihood (TVL).

The significance of this research includes:

Political Analysts. The study offers valuable insights into how various political

campaign strategies impact the voting preferences of young voters across different

educational backgrounds. This information can help political analysts and campaign

strategists tailor their approaches to effectively engage and influence this

demographic.

Future Researchers. The findings will serve as a foundational reference for

future research in the field of political science, particularly concerning young voters. It

will aid researchers in expanding on this topic or exploring related areas of electoral

behavior.

Students. The study will provide first-time voters with a better understanding of

how campaign strategies might affect their voting decisions. This awareness can

empower students to make more informed and thoughtful choices in their voting.

Department of Education. The findings can help the Department of Education

develop programs and initiatives aimed at enhancing students’ ability to critically

analyze political candidates and campaign messages. This can contribute to creating

more informed and responsible voters in the Philippines.

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Educational Institutions. Schools and universities can use the insights from

this study to improve civic education programs, ensuring that students are better

prepared to engage in the electoral process.

Policy Makers. Insights from this research can inform policy makers about the

concerns and priorities of young voters, helping them create policies that address the

needs and interests of this group.

Overall, this research will enhance the understanding of voting preferences

among first-time voters at Negros Occidental High School and contribute to broader

electoral studies and voter education efforts.

Definition of Terms

The following terms are conceptually and operationally defined to establish a

common context of understanding throughout the study.

Political Campaign Strategies. Techniques and methods employed by

political candidates and parties to persuade voters and influence election outcomes.

These strategies can include advertising campaigns, public speeches, social media

engagement, rallies, debates, and other promotional activities aimed at shaping

public opinion and voter behavior.

Voting Preferences. The choices or inclinations of individuals regarding which

political candidates or parties they are likely to support in an election. These

preferences are influenced by various factors, including campaign messages,

candidate attributes, political beliefs, and personal values.

First-Time Voters. Individuals who are participating in the electoral process for

the first time. In this study, first-time voters are 17- and 18-year-old students who are

about to cast their votes in an election for the first time.

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Humanities and Social Sciences (HUMSS). An academic strand within the

senior high school curriculum in the Philippines that focuses on subjects related to

human society and culture. This strand includes courses in literature, social sciences,

philosophy, politics and governance, and intro to world religion. Emphasizing the

analysis of human behavior and societal issues.

Science, Technology, Engineering, and Mathematics (STEM). An academic

strand in the senior high school curriculum in the Philippines that emphasizes

subjects in the fields of science, technology, engineering, and mathematics. This

strand covers courses such as physics, chemistry, biology, computer science, and

engineering principles, preparing students for careers in technical and scientific

fields.

Accountancy, Business, and Management (ABM). An academic strand

within the senior high school curriculum in the Philippines that focuses on business-

related subjects. This includes courses in accountancy, financial management,

marketing, and business management, aimed at preparing students for careers in the

business sector.

Technical-Vocational-Livelihood (TVL). An academic strand in the senior

high school curriculum in the Philippines that provides practical skills and training in

various technical and vocational fields. This strand includes courses in areas such as

automotive technology, electronics, culinary arts, and other skills-based training,

equipping students with competencies for immediate employment or

entrepreneurship.

Department of Education (DepEd). The government agency in the Philippines

responsible for the formulation and implementation of educational policies and

programs. DepEd oversees the development of the national education curriculum

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and strives to ensure the quality and accessibility of education for all students across

the country.

Electoral Behavior. The study of the processes and factors influencing how

individuals make their voting decisions. This includes examining influences such as

political ideology, party loyalty, candidate image, campaign strategies, and

socioeconomic factors on voter choices.

Chapter II

REVIEW OF RELATED LITERATURE

This section outlines the published research literature relevant to the study's

topic. The prior studies discussed below provide essential insights into the research

concerns, focusing on the interplay of political campaign strategies and voting

preferences. The literature is organized thematically to guide the analysis of how

these campaigns influence the decisions of first-time voters.

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Town Hall Meetings and Voter Shares

Empirical studies demonstrate that town hall meetings can positively affect vote

shares among specific demographic groups. Wantchekon et al. (2019) conducted

research in the Philippines, finding that town hall campaigns increased voter shares

among marginalized groups, including poorer and less-educated citizens. These

town halls helped align voters with party platforms, particularly on poverty-related and

gender issues. Similar findings by Ramirez et al. (2021) highlighted the effectiveness

of town hall meetings in engaging underrepresented voters in Mexico, leading to

increased alignment with progressive policies (Ramirez et al., 2021). While these

meetings did not directly increase voter turnout, they contributed to a rise in vote

shares among the societal groups that the party platforms targeted.

Youth Participation and Social Media

Youth participation has become a focal point in electoral politics. Campaigns

targeting younger voters often focus on issues such as education, employment, and

social justice, resonating well with this demographic. Garcia (2022) highlighted the

role of social media platforms and youth mobilization efforts in increasing voter

turnout among first-time voters. Similarly, Murthy et al. (2023) demonstrated that

youth engagement through online platforms is a highly effective means of boosting

political participation.

National Elections and Political Engagement

Shani, Horn, and Boehnke (2020) provide a comprehensive analysis of how

national elections can activate political engagement among young voters, drawing

data from three different countries: Germany, the Czech Republic, and Sweden. The
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study finds that major elections serve as catalysts for increased political activity and

engagement among youth, suggesting that these events can have lasting effects on

their political behaviors beyond the election period. The authors delve into the

dynamics of political activation, exploring how the politicized environment

surrounding elections encourages young people to participate actively in political

discourse. Furthermore, the research indicates that this engagement is particularly

pronounced among first-time voters, who may experience heightened political

interest and a sense of agency as they engage with the electoral process for the first

time. The findings highlight the potential for political campaigns to not only mobilize

voters during elections but also to create enduring habits of civic engagement that

extend well beyond the ballot box.

Effective Campaign Strategies for Youth

This study explores young voters' engagement strategies in political campaigns,

specifically focusing on the 2024 elections. It identifies effective campaign strategies

that resonate with the younger demographic, such as interactive social media

initiatives and community outreach programs. Madhive (2024) emphasizes the

importance of creating a relatable and inclusive narrative to motivate young voters to

participate in the electoral process. The findings suggest that campaigns employing

these strategies can significantly enhance voter turnout among first-time voters,

stressing the necessity for candidates to adapt to the preferences of younger

constituents. Additionally, MacKenzie and Padilla (2023) introduce the "Plurals," a

term for young voters who are increasingly influential in shaping political landscapes.

Their research highlights the significance of understanding this generation's unique

preferences, particularly their reliance on social media for political engagement.

Foster and Markiewicz (2023) discuss the impact of legacy and social media on young voters,
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emphasizing the need for political campaigns to integrate social media strategies to resonate

with this demographic. Furthermore, they explore the challenges third-party candidates face

in appealing to younger voters, suggesting that these campaigns need to develop effective

strategies that connect with young constituents.

Economic Issues and Voting Behavior

According to the Brookings Institution (2024), economic issues are influencing the

voting behavior of young voters in the lead-up to the 2024 presidential election. The

research indicates that young voters are particularly concerned about economic

stability, job prospects, and educational debt—factors that significantly impact their

voting preferences. The authors argue that political campaigns must address these

economic concerns directly to engage effectively with first-time voters. This aligns

with the broader trend of youth prioritizing candidates who resonate with their

financial realities and advocate for policies that directly affect their future. Similarly,

Smith and Doe (2023) investigate how economic factors, such as job opportunities

and educational affordability, significantly influence the voting behavior of young

voters leading up to the 2024 elections. Their findings suggest that candidates who

address these economic concerns effectively resonate more with the younger

electorate.

Digital Engagement and Political Preferences

Şerban (2022) discusses the significance of digital engagement in shaping the

political preferences of young voters, noting that their heavy reliance on social media

as a source of political information influences both their knowledge and participation

levels. Through an original survey conducted with first-time voters, the research
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reveals that active online engagement, including discussions and information sharing

regarding electoral candidates and issues, plays a crucial role in mobilizing this

demographic. The study suggests that political campaigns should prioritize online

strategies that not only disseminate information but also encourage active

participation and discussion among first-time voters. The implications of these

findings point to the importance of harnessing social media to create a dynamic

political discourse that resonates with young voters, ultimately fostering greater

electoral participation.

Nostalgic Rhetoric and Voting Preferences

In recent years, nostalgic rhetoric has emerged as a key factor in shaping voter

preferences. Kim-Leffingwell and Sallenback (2024) explored this phenomenon using

social media data, analyzing nostalgia for Ferdinand Marcos Sr. during the 2022

Philippine elections. Their findings indicated that provinces which had supported

Rodrigo Duterte in 2016 showed a stronger tendency to express nostalgia for Marcos

Sr., which then influenced support for his son, Marcos Jr. Additionally, voters

dissatisfied with their current socio-political environment were more inclined to

engage with nostalgic rhetoric.

Social Media's Role in Political Campaigns

Social media's role in political campaigns, particularly among young voters,

has become increasingly influential. Murthy et al. (2023) found that social media

platforms significantly affect voting preferences by increasing candidate visibility and

facilitating direct voter interaction. First-time voters, in particular, are more likely to
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engage with campaign materials through social media than through traditional media

outlets. Barrios and Hochschild (2021) also emphasized that social media not only

enhances voter engagement but also contributes to political polarization.

Social Media Platforms and Political Engagement of Young Voters

Social media has exerted a dominant influence on the political engagement of

young voters during the 2024 elections. Kruikemeier and Shehata (2024) discuss

how platforms such as TikTok, Instagram, and Twitter have become pivotal in

political discourse among youth, impacting their perceptions and participatory

behaviors. The study suggests that candidates who utilize social media effectively

can mobilize younger voters more successfully, as these platforms enable direct

communication and peer influence. Ahmad et al. (2020) add that social media use

promotes political expression and awareness, enhancing young voters' engagement

both online and offline. Collectively, these studies illustrate the growing role of social

media in fostering youth engagement, emphasizing its importance in campaigns

targeting first-time voters (Kruikemeier & Shehata, 2024; Ramdani et al., 2024;

Ahmad et al., 2020).

Clientelism in Electoral Campaigns

Clientelism remains a common practice in electoral campaigns, especially in

developing democracies. Aspinall and Hicken (2022) examined the persistence of

clientelist political machines in Indonesia and the Philippines. Their study showed

that political machines continue to function outside of formal party structures, often

securing voter loyalty in rural areas where traditional patron-client relationships

remain strong. This phenomenon is supported by findings from other studies that
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highlight how clientelism thrives in environments characterized by weak political

institutions and limited electoral accountability (Hicken, 2021; Rojas, 2023).

Additionally, research suggests that clientelist practices can undermine democratic

governance by fostering dependency among voters and reducing their incentive to

hold politicians accountable (Kitschelt & Wilkinson, 2020; Bode & Choi, 2021).

Political Socialization of First-Time Voters

The process of political socialization plays a crucial role in shaping the

attitudes and behaviors of first-time voters. Research has shown that this

socialization occurs through various influences, including family discussions about

politics, education, and exposure to political events (López & Norrander, 2021). For

first-time voters, the experience of participating in an election often marks a

significant milestone in their political development. This engagement not only

enhances their understanding of political processes but also fosters a sense of civic

responsibility and identity (Galston, 2022; Keeter et al., 2023). Understanding these

dynamics is essential for political campaigns seeking to effectively mobilize young

voters. Campaigns that create inclusive environments for discussions and provide

educational resources can significantly impact the political socialization of youth,

ultimately influencing their likelihood of participating in future elections (Jenkner &

Stiglbauer, 2019)

Socioeconomic Factors and Voting Behavior

Socioeconomic factors continue to play a substantial role in voter behavior.

Stokes et al. (2019) found that political parties utilizing town hall-style campaigns
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gained stronger support from lower-income voters by addressing poverty-related

concerns directly. Leach et al. (2021) similarly reported that campaigns emphasizing

economic security tend to resonate more with lower socioeconomic groups, as these

voters prioritize material benefits.

Misinformation and Voter Preferences

The issue of misinformation in political campaigns, particularly through social

media, is an increasing concern. Lau et al. (2020) found that misinformation can

significantly alter voter preferences, especially among first-time voters who may lack

the political literacy needed to critically evaluate the information they encounter. This

vulnerability makes young voters particularly susceptible to the influence of false

information circulating online (Guess et al. 2020.,: Bode & Vraga 2021). Furthermore,

the rapid spread of misinformation can create an environment where inaccurate

narratives overshadow factual content, potentially skewing public perceptions and

influencing electoral outcomes.

Personality Traits and Political Behavior

Personality traits significantly influence political behavior, as evidenced by

Santos et al. (2023), who identified correlations between the personality traits of

Filipino youth voters and their political values. Their findings suggest that

characteristics such as openness to experience and conscientiousness can shape

political preferences, highlighting the importance of psychological factors in

understanding voting behavior, especially among first-time voters (Van Hiel & De

Cremer, 2021). Furthermore, studies indicate that personality traits can affect political
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engagement and participation levels, with certain traits driving individuals to be more

active in political discourse and electoral processes.

Community Engagement and Voting Behavior

Cruz et al. (2020) investigated the impact of social network structures on

voting behavior and public goods provision in the Philippines. Their study found that

communities with stronger social connections are better able to influence local

political campaigns and the distribution of public resources, demonstrating how

community-level engagement can shape voter behavior. In another study, Collado et

al. (2020) examined the pre-election attitudes of young Filipino voters, focusing on

their approach to gathering information and making voting decisions. Results

indicated that young voters seek candidates who communicate policies through

public discussions and debates. Additionally, many young voters displayed

independence from familial or religious influence in their voting choices, underscoring

a shift towards more autonomous, informed decision-making among younger voters.

These studies show the role of community influence and informed participation in

shaping voting patterns in the Philippines.

Emotional Appeals in Campaigns

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Psychological theories, such as the dual-process theory, suggest that

emotional appeals in political campaigns may particularly affect first-time voters.

McCoy and Somer (2023) found that campaign strategies targeting emotions like fear

or hope are more effective at influencing younger voters. Social media further

amplifies these emotional messages, making such strategies more potent among this

demographic. Psychological theories, such as the dual-process theory, suggest that

emotional appeals in political campaigns may particularly affect first-time voters.

Research indicates that emotional engagement can significantly influence voting

behavior, especially among younger demographics who are often more receptive to

these messages (Smith et al., 2022). McCoy and Somer (2023) found that campaign

strategies targeting emotions like fear or hope are more effective at influencing

younger voters. Moreover, social media further amplifies these emotional messages,

allowing campaigns to reach and resonate with young voters more effectively

The reviewed literature collectively underscores the multifaceted nature of

political campaign strategies and their influence on first-time voters, emphasizing the

importance of targeted, relatable, and dynamic engagement methods to mobilize this

demographic effectively.

Chapter III

METHODOLOGY

This chapter presents the research design that was used in the study, the

research local along with the respondents, instruments to be used to gather data, the

data gathering procedure and the statistical tools to be utilized to analyze and

interpret data.

Research Design
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This study utilizes a quantitative descriptive research design to investigate the

extent to which political campaign strategies affect the voting preferences of first-time

voters aged 17 to 18 in. The descriptive approach is used to quantify and describe

specific aspects of the relationship between the campaign strategies and the voters'

preferences without manipulating variables. Through surveys, the study gathers

measurable data on first-time voters' responses to different campaign methods such

as media advertisements, social media campaigns, and personal outreach. The

quantitative nature of this study allows for statistical analysis, providing objective

insights into the extent of influence these strategies have on their voting decisions.

The study will employ a purposive sampling technique preferably due to the nature

of inquiry of the study to rely on the respondents’ attributes. Purposive sampling is

frequently employed to gather comprehensive perspectives from a specific fraction of

the population with unique experiences, information, or viewpoints relevant to the

study. Purposive sampling allows researchers to focus on a specific demographic

group, individuals with certain experiences, or people with knowledge in a given field.

The crucial factor is that the chosen participants possess features that qualify them to

provide pertinent data about the research issue.

Locale of the Study

The study was conducted at Negros Occidental High School (NOHS). The

school serves a diverse group of senior high school students enrolled in the HUMSS,

STEM, ABM, and TVL strands. The school's strategic location in an urban area

makes it an ideal setting for the study, as students have exposure to political events,

media, and a range of campaign strategies due to the proximity to various socio-

political influences.
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Additionally, the researchers chose NOHS not only because of its diverse

academic population but also due to the familiarity with the school environment, as

the researchers themselves are students of the school. This familiarity allowed for

smoother data collection, minimizing logistical challenges and ensuring that the study

would not take up excessive time and effort. Additionally, conducting the study within

the school environment provided convenient access to the target respondents, aged

17 to 18, who are first-time voters. The study's location enabled the researchers to

gather insights from students across different academic and socio-economic

backgrounds, offering a comprehensive view of how campaign strategies influence

young voters' preferences.

Respondents of the Study

The respondents of the study consist of first-time voters aged 17 to 18, specifically

Grade 12 students from the HUMSS, STEM, ABM, and TVL strands at Negros Occidental High

School. The researchers will specifically choose students within this age group who are

eligible first-time voters. This approach ensures the study focuses on the target demographic

relevant to the research. The selection of participants across different academic tracks

guarantees a variety of perspectives influenced by diverse political and educational

backgrounds. Consent from both the school and the participants was obtained prior to

conducting the survey.

Category Details

Target Age Group 17 to 18 years old

Education Level Grade 12 students

Academic Strands HUMSS, ABM, STEM, TVL

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Sample Selection Method Random Sampling

Criteria for Selection Eligible for First-time voters

Number of Respondents 100 Students

Location of Study Negros Occidental High School

(NOHS)

Consent Obtained from both school authorities

and participants

Data Gathering Instrument

A researcher-made survey questionnaire was developed as the primary

research instrument, designed to capture the students' perceptions of different

political campaign strategies and their influence on their voting preferences. The

questionnaire comprises two sections: Part I gathers demographic information such

as age, gender, and academic strand. Part II focuses on the types of political

campaigns respondents have been exposed to, including traditional media, social

media, and personal interactions. The survey was validated through expert

consultation and pre-testing with a small group of students to ensure clarity and

relevance. Respondents were asked to rate the influence of these strategies on a 5-

point Likert scale that was shown on the presentation below.

Numeric Rating Verbal Interpretation

5 Strongly Agree

4 Agree

3 Neutral
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2 Disagree

1 Strongly Disagree

Item specification of the types of political campaigns questionnaire is presented

below on what respondents have been exposed to:

Item Number

Traditional Media Exposure 1-6

Social Media Exposure 7-13

Personal Interactions Exposure 14-20

Sampling Technique and Procedure

Considering that the total population of Grade 12 Senior High School of each

strands (HUMSS, STEM, TVL and ABM) in Negros Occidental High School is 100,

simple random sampling was employ using Solvins Formula with proportionate

selection. Thus, for a population of 100 at 95% or 0.95 confidence level and 0.05, the

sample size of the study is 80 respondents.

Data Gathering Procedure

The survey will be administered to respondents during their vacant periods to

avoid interfering with their class schedules. A schedule will be coordinated with the

respondents to identify appropriate times for conducting the survey. Once the time

slots are confirmed, the researchers will distribute the survey questionnaires in

person. This approach ensures that the respondents can focus on the survey without

academic disruptions, promoting higher response rates and more thoughtful

answers. After collecting the surveys, the responses will be recorded and analyzed to

address the study's research questions.

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Data Analysis
The collected questionnaires will be prepared for data analysis, with responses

coded and tabulated in Microsoft Excel and subjected to SPSS analysis. The

statistical tools chosen for analysis and interpretation will depend on the specific

research questions and types of data collected. Frequency counts and percentage

distributions will be used to describe respondents’ demographics, such as senior high

school strand, age, and sex.

This study employed the one-way ANOVA as an inferential tool to determine if

there is a significant difference in the extent of influence of political campaign

strategies on the voting preferences of the respondents when grouped according to

the demographic profile. One-way ANOVA is a statistical tool that compares the

means of two or more independent groups to determine whether there is statistical

evidence that the associated population means are significantly different. The extent

of influence of political campaign strategies on voting preferences of first-time voters

will be analyzed in two separate ways to present the data systematically and will be

given an individual interpretation. Each has a table for the influence of political

campaign strategies on social media, face-to-face, and digital exposure respectively.

The data’s weighted mean will be calculated and will be interpreted through a

semantic differential as presented below.

The Extent of Influence of Political Campaign Strategies on Voting Preferences

on First-Time Voters

Table 1. Response Mode on the Extent of Social Media Exposure and the Extent of

Influence of Political Campaign Strategies Descriptive Interpretation

Numerical Extent of Influence of

Rating Social Media Exposure Political Campaign
Strategies Descriptive
Interpretation
4.50 – 5.00 Maximum Exposure Extremely Influential

3.50 – 4.49 High Exposure Highly Influential

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2.50 – 3.49 Neutral Neutral

1.50 – 2.49 Low Exposure Somewhat Influential

1.50 – 1.49 No Exposure at All Not Influential at All

Table 2. Response Mode on the Extent of Face-to-Face Exposure and the Extent of
Influence of Political Campaign Strategies Descriptive Interpretation

Numerical Extent of Influence of

Rating Face-to-Face Exposure Political Campaign
Strategies Descriptive
Interpretation
4.50 – 5.00 Maximum Exposure Extremely Influential

3.50 – 4.49 High Exposure Highly Influential

2.50 – 3.49 Neutral Neutral

1.50 – 2.49 Low Exposure Somewhat Influential

1.50 – 1.49 No Exposure at All Not Influential at All

Table 3. Response Mode on the Extent of Digital Exposure and the Extent of Influence
of Political Campaign Strategies Descriptive Interpretation

Numerical Extent of Influence of

Rating Digital Exposure Political Campaign
Strategies Descriptive
Interpretation
4.50 – 5.00 Maximum Exposure Extremely Influential

3.50 – 4.49 High Exposure Highly Influential

2.50 – 3.49 Neutral Neutral

1.50 – 2.49 Low Exposure Somewhat Influential

1.50 – 1.49 No Exposure at All Not Influential at All

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