Social Media Influence on Voter Decisions

In Partial Fulfillment for the Requirements in

Practical Research 1
First Semester, SY; 2024-2025

Basco, Jasmine Kianshi

Concha, Marian Grace C.
Derequito, Franco T. III
Jorolan, Almie Joy O.
Lagunero, Erech Shem T.
Lardaus, Sean Benedict P.
Yap, Lyn Marvin S.
Researchers

NEZAN A. QUIRIT
Research Adviser

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 Acknowledgement

This research endeavor owes its success to the diligent efforts and active

collaboration of the group members throughout the entire process. The fruition of

"Social Media Influence on Voter Decisions" from inception to completion hinged on the

prioritization of teamwork.

Our heartfelt gratitude extends to all the informants who generously dedicated

their time and effort to make the interviews possible. Their valuable contributions formed

the foundation of our research study, and we express our sincere thanks for their

participation.

Special appreciation also goes to our Research Adviser, Ms. Mary Joy P. Piella.,

for her unwavering assistance and support throughout the research duration. We also

acknowledge Mrs. Nezan A. Quirit, our subject teacher.

To our parents, we convey our appreciation for their understanding and steadfast

support, as their patience and care have played a pivotal role in sustaining our efforts.

Above all, we acknowledge and thank our Almighty God for guiding and blessing

us with the intellect to create this work. We express gratitude for providing us with

strength, wisdom, and determination, as well as for safeguarding us and fortifying our

resilience in the face of challenges encountered throughout the journey.

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 Abstract

Social media is a modern information network that enables communication and

fosters relationships through interactive, user-generated content. Political engagement
is crucial in democracies as it empowers citizens to influence governance and hold
elected officials accountable (Ahmad & Fadi, 2019). Election dynamics are shifting as
politicians use social media to engage voters, share campaign content, and build
support, boosting voter involvement (Balakamaraguru & Ganesh, 2024). Social
networks have become powerful tools that influence voting decisions through
information sharing, social influence, and targeted messaging, making it crucial for
policymakers, academics, and individuals to understand these dynamics (Kulachai, et
al., 2023).

The findings indicate a shift in voter behavior, with a growing emphasis on digital
literacy and critical thinking as essential skills to navigate the digital information
landscape. Voters are now more aware of the consequences of misinformation and feel
a duty to engage responsibly with online content. The study underscores the importance
of empowering voters through educational initiatives that promote these skills, enabling
them to make well-informed political decisions despite the complexities introduced by
social media. The study indicates that while social media has democratized access to
political information, it has simultaneously complicated the process of informed
decision-making, emphasizing the need for increased digital literacy to ensure a more
knowledgeable electorate.

Keywords: Social Media, Political Engagement, Voter Behavior, Digital Literacy

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 TABLE OF CONTENTS

TITLE PAGE

ACKNOWLEDGEMENT 1

ABSTRACT 2

TABLE OF CONTENTS 3

CHAPTER I INTRODUCTION

Background of the Study 5

Statement of the Problem 7
Significance of the Study 7
Scope and Delimitation 8
Definition of Terms 8

CHAPTER II REVIEW OF RELATED LITERATURE AND FRAMEWORK

Review of Related Literature 10

Theoretical Background 16
Theoretical Framework 16
Conceptual Framework 17

CHAPTER III METHODOLOGY

Research Design 18
Research Environment 18
Research Instrument 18
Research Informants and Selection Criteria 19
Research Procedure 19
Data Analysis Procedure 20

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CHAPTER IV PRESENTATION AND ANALYSIS OF DATA

Informants’ Background 21
Summary of Findings 22

CHAPTER V CONCLUSION AND RECOMMENDATIONS

Conclusion 25
Recommendations 26

REFERENCES 27

APPENDICES

Appendix A
Approved Letter Request for an Adviser 29
Appendix B
Approved Letter to the Informants 30
Appendix C
Interview Transcripts
Table 2.1. Interview Question 1 31
Table 2.2. Interview Question 2 32
Table 2.3. Interview Question 3 34
Table 2.4. Interview Question 4 36
Table 2.5. Interview Question 5 37
Table 2.6. Interview Question 6 39
Table 2.7. Interview Question 7 40

CURRICULUM VITAE 42

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 Chapter I

Introduction

Background of the Study

Social media is a new type of information network and technology that facilitates

communication through the creation and maintenance of interpersonal relationships

through interactive and user-produced content. All age groups find it fascinating to use

social media, which connects to the world with less time and effort than other forms of

media. People these days like using social media to communicate with one another and

to inspire themselves to come up with new ideas and expressions. Social media has

been the most popular instrument for political parties to use during elections to connect,

influence, and communicate their vision and goals in an effort to acquire the majority or

raise their visibility (Kumar, et. al., 2021).

Elections are essential to democratic government. As stated explicitly in Article V,

Section 1 of the 1987 Philippine Constitution, "suffrage may be exercised by all citizens"

and "its enjoinment is absolute," meaning that, unlike other laws or rights prior

enjoinment, one's literacy, property, or substantive requirements are not necessary in

order to vote. The right to suffrage is a constitutionally protected right that is granted to

every citizen in the nation. The use of social media by politicians has fundamentally

altered political communication by facilitating direct and immediate interaction with the

public. Smith and Johnson (2021) emphasize that platforms like Twitter and Facebook

enable politicians to bypass traditional media, enhancing real-time engagement with

constituents.

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 Political engagement is essential in democracies because it gives citizens a

voice in national governance and the ability to hold their elected officials responsible.

Historically, people have participated in politics through voting, becoming a member of

political parties, going to political events, and getting in touch with elected officials

(Ahmad & Fadi, 2019). Political figures and aspirants to public office now have to run

their campaigns in a multi-platform environment using both new digital media, especially

social media, and more conventional channels like radio, television, and newspapers

(Taras & Davis, 2022). Many countries have seen a decline in the popularity of

traditional forms of political engagement, particularly among youth. Many variables,

including a lack of faith in political parties and institutions and a sense of disengagement

from the political process, have been cited to explain this tendency (Zagidullin et Al.,

2021). The internet is a new political combat zone where different online news websites

shape voter’s opinions, getting gradually more involved in social media to gather

information on political parties before they go out to vote (Arabani, et. Al., 2022). Kevin

Carney (2022) notes that while social media can enhance information access, it may

also spread misinformation and oversimplified narratives. Fake news may become more

widely known as a result of the algorithmic filter bubbles and echo chambers that have

made these platforms successful (Rhodes, 2022).

Thus, the primary goal of this study is to comprehend the ways in which social

media affect voters' perceptions, attitudes, and voting decisions.

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Statement of the Problem

Using a qualitative interview-based research design method, this study sought

to understand the influence of social media on voter decisions. To fulfill this objective,

this study aspired to address the following research questions:

1. How do voters perceive the role of social media in shaping their electoral

decisions?

2. How has the rise of social media influenced voter engagement and decision-

making processes during election campaigns compared to traditional media and

pre-social media political communication?

3. How do the different types of social media contents significantly influence voter

preferences?

4. How do voters cope with the challenges faced from the political information and

misinformation to social media?

Significance of the Study

The results of the study are of great significance to the following:

Community. To contribute to improving voter education and awareness by being

aware of and shedding light on how voters form their ideas and make decisions.

School. To emphasizes the necessity of digital literacy in schools by teaching

students about the impact of social media on decision-making, particularly in electoral

contexts.

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 Administrators. School administrators can use the findings to design programs

that encourage critical thinking and responsible social media use, ensuring that children

are well-prepared to deal with the digital world.

Teachers. To give teachers insights into the function of social media in forming

ideas, allowing them to create educational programs that promote critical analysis of

online material and its potential impact on students' political engagement.

Future Researchers. To provide a framework for measuring social media’s

impact on voters, which future researchers can adopt or refine. It highlights effective

methodologies for analyzing digital influence.

Scope and Delimitation

This study only focused on ten (10) citizens who have experienced both

traditional media and new media during elections. This study excludes those who have

not experienced traditional media during elections, as well as those who have

experienced traditional media but have not engaged with new media during elections.

Definition of Terms

To better understand the study, the following terms are defined as follows:

 Social Media – the websites and applications that enable users to create and

share content or to participate in social networking.

 Perception - is the organization, identification, and interpretation of sensory

information in order to represent and understand the presented information or

environment.

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 Political Campaign - an organized effort which seeks to influence the decision

making progress within a specific group.

 Influence – is the power to have an important effect on someone or something. If

someone influences someone else, they are changing a person or thing in an

indirect but important way.

 Interaction – is action that occurs between two or more entities, generally used

in philosophy and the sciences.

 Democracy - a government in which the supreme power is vested in the people

and exercised by them directly or indirectly through a system of representation

usually involving periodically held free elections.

 Misinformation - a wrong information which is given to someone, often in a

deliberate attempt to make them believe something which is not true.

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 Chapter II

Review of Related Literature and Framework

Review of Related Literature

Social Media

Over three billion individuals worldwide assert that they regularly utilize social

media platforms, such as Facebook, Instagram, and Twitter, colloquially referred to as

social networking sites. According to the majority, they check their social media

accounts many times a day and utilize them on a daily basis (Saiphoo, et. al., 2020).

Information and communication technologies have altered the way everything is done

on a global scale, beginning with communication and progressing to lifestyle and

interaction. Social media is an extension of ICT in the form of communication in which

interpersonal interactions are formed, facilitated, and maintained. Facebook, MySpace,

YouTube, Twitter, and Instagram are among the most popular social networking

platforms (Alhassan, 2019).

Social media facilitates the generation, expression, and broad exchange of ideas

inside a country and its societies. Social media technology is so broad that it includes

crowd sourcing, voice over intellectual property, blogging, photo sharing, wall posting,

music sharing, and much more (Kumar, Ghouse, Reddy, 2021). Social media mobilizes

political support and social movements and impacts public opinion in modern society by

offering forums for discourse and information sharing, however issues such as filter

bubbles can skew perceptions (Alimin, 2024).

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Traditional Media

Traditional media has traditionally played an indispensable role in the community

as a platform for grassroots public opinion positions and public opinion expression.

Despite the emergence of digital channels, traditional media is still very important to

society, especially in local areas. It is an essential conduit for community involvement

and public opinion, strengthening social cohesiveness and stability (Zhao, 2024). The

swift emergence of new media has presented both enormous opportunities and

challenges for traditional media. On the one hand, new media's distinctive

communication strategies and interactivity have drawn a sizable user base, placing

traditional media under intense competitive pressure. On the other hand, new media

also offers traditional media the chance to innovate and integrate new media elements,

thereby enhancing their influence and competitiveness (Wu, 2024).

Politicians and citizens now communicate in a whole new way thanks to the

mass media. Since the media is so vital to the propagation of political knowledge,

political education, and the process of influencing the general public to take particular

actions, communication within political parties, membership activism, party discipline,

and respect for hierarchy have all diminished. Although the media, including radio,

television, and the press, were established at distinct times, they all altered political

communication norms and established new ones (Obradovic, 2023). Traditional media

is crucial for advancing environmental education, raising public awareness of waste

management, and disseminating scientific knowledge in addition to modern

technological tools (Barbara, et Al., 2024).

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Social Media Political Campaigns

According to Abid and Royof (2023), social media has become a dominant

aspect of political marketing, allowing for direct interaction between voters and political

brands. This interaction differentiates social media from traditional media, making it a

crucial tool for political candidates. Election dynamics are evolving as politicians

increasingly utilize social media to enhance their campaign strategies. These platforms

allow candidates to engage directly with voters, share campaign materials, and build

community support, leading to greater voter involvement and engagement in elections

(Balakamaraguru & Ganesh, 2024). Candidates and political parties realized how

powerful social media sites like WhatsApp, Instagram, Twitter, and Facebook could be

in influencing public opinion, reaching people, and winning them over. Social media has

benefits, but it also has drawbacks, like the potential for disinformation to proliferate and

the possible deterioration of democratic values (Chauhan, 2024).

Social media sentiment can serve as a predictor of electoral outcomes,

particularly when analyzed closer to election day (Rita, et. al., 2023). It enables direct

engagement between candidates and voters, making campaigning more interactive.

However, it also brings challenges like misinformation and divisive content, which

threaten democratic processes and public discourse (Gupta, et. al., 2020). Social media

plays a big impact in reaching out to voters who are marginalized, increasing public

involvement, and providing access to political information. Social media gives everyone

a platform to organize political movements, take part in political discourse, and make

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sure that all citizens' opinions are heard, which strengthens democracy (Sjoraida et Al.,

2024).

Voter Behavior

Voter behavior is a significant occurrence that is at the core of political processes

and plays a vital part in the operation of democratic regimes. According to Vecchione et.

al. (2019), higher extraverted people are more likely to support political parties or

politicians that place a strong emphasis on charisma and aggressiveness. Leaders who

are gregarious and dynamic tend to attract extraverts, whereas introverts could be

drawn to more subdued and contemplative individuals. In conclusion, political

inclinations and orientations are shaped by personality factors, which in turn might affect

how people vote.

According to Becker (2023), voting based on customs and norms is common,

indicating that many people make decisions not only on logic but also on ingrained

habits and society standards. Voter behavior can be influenced by various voting

systems, strategies such as approval voting could result in voting patterns that support

less divisive politician (Oreský, et. al., 2023). Ideologies, manifestos, debates, and

celebrity endorsements can all have an impact on voter behavior, influencing attitudes

and voting intentions (Arkorful & Lugu, 2022).

Social Media Influence on Voters

Social networks have become potent instruments that can sway people's voting

choices through the dissemination of information, social influence, and customized

messaging. Policymakers, academics, and individuals must comprehend these

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dynamics and their ramifications in order to effectively negotiate the nexus of

technology, social networks, and democracy (Kulachai, et. al., 2023). Active social

media users exhibit a significantly higher probability of intending to vote, underlining the

importance of active engagement in social media. They also found platform-specific and

modes of engagement variations in shaping intention to vote. The trust in political

information on social media and the perceived reliability of the information source play

key roles in shaping voter intentions (Sharma & Parma, 2020).

News coverage during a presidential campaign can lead to divergent opinions on

voting patterns and the state of the economy. While policies vary significantly, voting

intentions and public opinion may remain relatively stable due to political parties'

simultaneous responses to media coverage. By establishing the agenda for discussions

and arranging or influencing people's preferences and sympathies, the media can

likewise stifle the free exchange of ideas in politics (Heywood, 2021). Challenges such

as misinformation, echo chambers, and manipulation through social media raise

concerns about the quality of information and its impact on democratic processes

(Guess, et. al., 2019).

Political Misinformation in Social Media

People frequently spread misleading information to increase public awareness of

political concerns, and this was proven to be a major factor affecting sharing behavior.

Another reason is the desire to influence or attack others through information sharing,

which may be related to people's opinions about whether it is acceptable to spread

misleading information (Buchanan et al., 2024). Anti-democratic activities can be

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promoted through social media. Examples of illiberal forces include hate organizations,

cyberbullying, hyperpolarization, and state-sponsored propaganda. Social media news

consumption offers channels for people and groups to absorb and disseminate false

information, even though it could encourage political participation (Valenzuela, et Al.,

2019).

Social media has low entrance barriers and is mostly based on user-generated

content. Low entrance barriers make gatekeeping the flow of political information far

less effective, permitting new entrants who were previously ignored by the political elite

(Enikolopov et al., 2020). Content from all around the world is shared, which can lead to

a lot of misinformation among young adults who don't fact-check all of their sources.

False news on Twitter, for example, spread much faster and more generally than

accurate stories, and the larger diffusion of false stories makes them more valuable for

social media platforms (Schleffer 2021).

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Theoretical Background

This study is anchored on the Agenda Setting Theory that was first introduced by

Maxwell McCombs and Donald Shaw in 1972. This theory explores the ways in which

the media shapes public opinion and helps push particular issues to the forefront. The

development of technology has made it possible for politicians to use it as a tool for their

campaign materials, which could influence voters' decisions. The public agenda is the

primary topic of concern for society's members or the general public. The aspects are

emphasized in the media and hence make people believe they are significant.

According to this notion, the salience and necessity for orientation in news coverage

impact public perception and behavior.

Selection, Ommision and

Framing of Stories

Reality Agenda

Perception of
Reality

Figure 1. Schematic Diagram of the Theoretical Framework of the Study

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17
Conceptual Framework

The model below provides an input, process, and output depiction of the study’s

conceptual framework. The input consists the experiences and perceptions of the

voters. The chosen method for data collection is One-on-One Interviews, Recordings,

and Verbatim Transcription. Researchers will conduct detailed interviews with voters to

fully comprehend the influence of social media on their perceptions. The output of this

framework seeks to improve voter education and awareness.

Input Process Output

1. How do voters perceive

the role of social media in
shaping their electoral
decisions?

2. How has the rise of social

media influenced voter
engagement and decision- One-on-one
making processes during Interview
election campaigns Post to Polls:
compared to traditional Recordings Influence of Social
media and pre-social media Media on Voter
political communication? Verbatim Decisions
3. How do the different types Transcription
of social media contents
significantly influence voter
preferences?

4. How do voters cope with

the challenges faced from
the political information and
misinformation to social
media?

Figure 2. Schematic Diagram of the Conceptual Framework of the Study

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 Chapter III

Methodology

Research Design

This study used the qualitative method and specifically the phenological

approach to delve into the difficult series and the live experience of the voters on how

they view elections now that social media is rampant nowadays.

Research Environment

The interview was conducted around Bais City, Negros Oriental. The interview

took place in a quiet and comfortable setting, depending on the informant’s preferences.

The researchers ensured a neutral atmosphere to encourage candid responses,

fostering a place where the informants are comfortable enough to share their

experiences and insights.

Research Instrument

The researchers conducted and in-depth semi-structured interviews with the

informants to share their experiences and perceptions as voters. Semi-structured

interviews incorporate a set of prearranged questions from an interview guide together

with spontaneous questions or inquiries based on the conversation between the

interviewer and the interviewee (Eppich et al., 2019).

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Research Informants and Selection Criteria

The informants were chosen based on their social media exposure. The

researchers used a purposive sampling technique to identify voters who are more

knowledgeable about that topic. This study used a semi-structured, open-ended

interview approach to give informants’ more freedom to direct the conversation,

covering subjects of their choosing and providing in-depth accounts of their

experiences.

Research Procedure

First, the researchers began by creating and conducting survey questionnaires

that would support the study. A brief overview of the objectives and purpose of the

research was provided to each participant. Each individual was assured that all

information was treated with the utmost confidentiality and that impartiality was upheld.

Participants was not forced to complete the study and may withdraw at any time without

facing any repercussions.

Researchers asked participants to select a comfortable location for the

interviews. Upon reaching an agreement, the interview commenced. During the

interview, researchers posed questions only related to the study and sought

clarifications when necessary. Throughout the interview process, researchers ensured

the demonstration of appropriate attitudes, including respect, genuine acceptance, and

a sense of safety for all participants.

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Data Analysis Procedure

This study's data analysis approach used both thematic analysis and the Colaizzi

Method to analyze qualitative data gathered through one-on-one interviews. These

interviews, performed with the respondents' agreement, focused on their demographic

profile as well as how social media influences voters through campaign materials,

events, influencers and endorsements, and digital narratives. After transcribing the

interviews verbatim to correctly capture the respondents' exact words, thematic analysis

was utilized to discover recurring themes by categorizing relevant assertions about

media influence. This process entails becoming familiarized with the data, developing

initial codes, grouping patterns, and refining topics that correspond to the structure of

the questionnaire. Simultaneously, the Colaizzi Method was used to generate deeper

interpretations from respondents' responses. This involves gathering significant

statements, creating meanings, grouping themes, and integrating the findings to create

a thorough picture of social media's influence on voters. By combining these

methodologies, the analysis provides a systematic presentation of the sample, primary

findings, and interpretation, finally leading to credible conclusions on how media

influence’s public opinion, with an emphasis on the public agenda and societal

concerns.

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 Chapter IV

Conclusion and Recommendations

Informants’ Background

Frequency of Exposure to
Informants Age
Social Media

1 59 Always

2 59 Usually

3 67 Always

4 74 Always

5 61 Always

6 65 Usually

7 75 Always

8 69 Always

9 77 Always

10 60 Always

Table 1. Table of the Informants’ Background

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 Table 1 presents the data of each informant, ranging in age from 59 to 77 years,

along with their frequency of exposure to social media. Most informants (8 out of 10)

report being "Always" exposed to social media, indicating high engagement levels. The

remaining two informants, aged 59 and 65, report "Usually" being exposed.

Summary of Findings

The majority of respondents reported that social media platforms provide them

with substantial political information, making them feel more informed about current

events and issues related to the candidates and policies. For many voters, social media

has become a primary source of information, providing timely updates and insights that

would otherwise take longer to access through traditional media sources. However, this

ease of access is accompanied by a growing skepticism among respondents. Many

expressed concerns about the prevalence of misinformation and fake news, highlighting

the difficulty in verifying sources and confirming the accuracy of content on social media

platforms.

Some respondents reflected on how their access to political information has

evolved over time. In the past, many voters relied heavily on hearsay, through radio and

TV, and actions of the candidates to learn about political information and issues.

Although this process allowed for local insights, it often lacked the speed and breadth of

information that social media now provides. However, respondents also noted that,

unlike today, verifying information in those earlier times felt easier. They could gauge

the credibility of the information based on the direct actions and visible behaviors of

candidates, who were often more connected with the community. Candidates’ integrity

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and reliability were observable in real life, which gave voters a stronger basis for

assessing the truthfulness of what they heard.

With the advent of social media, respondents have found themselves adopting

new practices to navigate this changing information landscape. Many noted that while

social media offers more information than traditional media, it also necessitates fact-

checking to ensure reliability. This often involves consulting reliable sources, cross-

referencing information, or even directly comparing conflicting reports to form a more

balanced view. This shift in approach has added a layer of complexity for voters, who

now feel a need to verify the information they consume actively.

When asked to compare social media with traditional media, respondents were

divided in their opinions. Many appreciate social media’s convenience and speed, which

allows them to stay updated on political news and developments in real time, creating a

sense of immediacy that traditional media struggles to match. They valued how social

media’s constant updates enabled them to follow political issues more closely, making it

easier to feel involved in the process. However, a substantial portion of respondents

viewed traditional media as more reliable. They highlighted that the rigorous fact-

checking and editorial standards in traditional news outlets help filter out unverified

information, offering a more stable, if slower, source of news. This reliance on traditional

media reflects a longing for the perceived stability and trustworthiness it offers,

particularly in an era where the truth can often feel elusive on social media.

The study also found that while respondents value the accessibility and breadth

of information on social media, they feel a greater sense of responsibility in managing

24
the information they consume. Many explained that because of social media’s wide

reaching influence, they felt the need to stay well-informed and avoid spreading

unverified information within their networks. This shift has not only impacted their views

on candidates and political issues but has also influenced their general outlook on

political participation. Respondents shared that having this range of information makes

them feel more engaged in the political process but also creates an obligation to act

with caution, as they recognize the potential effects of misinformation on other voters.

Respondents were divided in their views on whether the era of social media is an

improvement over traditional media for political information. Some participants favored

social media, emphasizing its convenience and the speed at which information is

disseminated, which they believe helps them stay updated more efficiently than

traditional media. On the other hand, a portion of respondents argued that traditional

media remains more reliable. They expressed concerns that social media has

introduced an element of uncertainty in seeking trustworthy information, making it more

challenging to discern credible sources.is a recurring motif, with informants expressing

how these dynamics influence their mood and energy. Most respondents reported that

social media plays a crucial role in keeping them informed about political issues and

events. They noted that the accessibility and breadth of information available on social

media made them feel a greater sense of responsibility to stay informed and engaged in

the political process. The research data dives deeply into the perceptions and

experiences of voters, offering a comprehensive evaluation of the role and effects of

social media in shaping their voting decisions.

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 Chapter V

Conclusion and Recommendations

Conclusion

This study focuses on the influence of social media on voters’ perceptions,

attitudes and voting decisions. The research reveals that social media has become a

primary source of political information, providing voters with quick access to updates

and insights about candidates, policies, and current events. However, this ease of

access is tempered by growing concerns over misinformation, prompting many voters to

actively fact-check and cross-reference sources. Respondents also noted the evolution

of political information, observing that while social media offers a broader range of

content than traditional media, it often lacks the credibility and stability of more trusted,

established outlets.

The study highlights a shift in voter responsibility, suggesting that users

increasingly feel it is their duty to verify information and avoid contributing to the spread

of false narratives. This heightened sense of responsibility reflects an awareness of the

far-reaching consequences that misinformation can have on public opinion and political

outcomes. It emphasizes the necessity of digital literacy and critical thinking as crucial

skills in the digital age. These skills enable voters to discern credible information from

unreliable sources, empowering them to make more informed political choices.

26
 The findings suggest that while social media has democratized access to political

information, it has also complicated the information landscape, making informed

decision-making more challenging. The study advocates for educational initiatives that

promote these essential skills, helping voters navigate an evolving media environment

confidently. Ultimately, it underscores the need for digital literacy and critical thinking to

help voters address the complexities of the modern information landscape and make

informed political decisions.

Recommendations

To enhance this study on social media’s influence on voter behavior, future

researchers are encouraged to broaden their scope by exploring additional factors that

may shape individuals' voting decisions on these platforms. This expanded focus would

allow researchers to gain deeper insights into the diverse experiences and influences

encountered by voters on social media.

Increasing the sample size would also be valuable, as a larger pool of informants

could provide a more comprehensive view of varied voting behaviors. This approach

would contribute to greater reliability and accuracy in the findings, supporting more

robust conclusions about social media’s role in influencing voter behavior.

27
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29
 APPENDICES

Appendix A (Approved Letter Request for an Adviser)

30
Appendix B (Approved Letter to the Informants)

31
 Appendix C (Interview Transcripts)

Table 2.1. Interview Question No. 1

- How does social media contribute to your electoral decisions?

Response Codes Themes

Informant 1 “Mas sayon makita ang mga  Enhanced

balita ug update sa atong nasod accessibility and
ug mas sayon e follow-up engagement
karong naa nay social media.” through social
media

Informant 2 “Makakuha ko ug  Awareness and

impormasyon sa mga Familiarity
kandidato unya didto gyud ko
makaila nila.”

Informant 3 “Gipasayon sa social media  Increased

ang pagkuha ug political accessibility of
information.” political
information

Informant 4 “Makahatag kini ug lahi-lahi  Insightful

nga opinyon nga makatabang feedbacks
pod sa akong opinion.”
Political
Informant 5 “Sa akong panan-aw, dako kayo  Influencer
Engagement
ang papel sa social media perception
and Influence
karon sa paghulma sa mga
of Social
desisyon nako kay mas daghan
Media
kog nahibaw-an tungod sa mga
post.”

Informant 6 “I would say it’s great a influence  Recognition of the

because whether it is false influence of social
information or correct media
information, it changes their
perception of people that are
running or people that are
giving information.”

Informant 7 “Nakatabang gyud ng mga  Building credibility

post nako nga makaila sa mga and influence
kandidato ug kanang ilang through social
gipangbuhat.” media

Informant 8 “Makabalo ko sa mga isyu  Staying informed

diris Pilipinas ug makabalo ko with political

32
 sa angay botahan.”, t issues

Informant 9 “Para nako, ang social media  Acknowledging

makatabang ug makadaot. the dual impact of
Naka contribute kini, iyang silbi social media
gihatag niya ang mga
background.”

Informant 10 “Based on my experience,  Influence of social

social media gave me enough media on political
information about politics.” perspectives

Table 2.2. Interview Question No. 2

- In your opinion, how do social media campaigns differ from traditional media? Which

media do you prefer?

Response Codes Themes

Informant 1 “Sauna, adto rajud mis radyo, tv  Prefers

ug sa mga newspaper dayon accessibility but
karon nga naa nay internet mas worries about
sayon ug mas dali kay uska click navigation
ra. Para nako kay mas chada
ning karon kay dali ra pero
usahay makalibog pod siya
gamiton.”

Informant 2 “Sauna kay mangutana gyud ko  Values social

sa akong mga amiga pero karon media’s personal
kay makit-an naman dayon connection
nako sa facebook so dili nako
kailangan mangutana pa. Mas
chada gyud para nako ning naa
nay social media kay mas sayon
siya ” Impact of Social
Media and
Informant 3 “Before mga radio, newspaper,  Acknowledging Preferences in
sulti-sulti, ug kanang magbalay- social media’s Comparison to
balay ang candidates pero karon accessibility but Traditional
kay uska scroll nalaman nimo trusts traditional Media
mugawas na dayon ilang mga media for
plataporma. Although, for me, accuracy
mas ganahan ko atong
traditional media because I
can see more factual news.”

Informant 4 “Sauna, sa TV ug dyaryo lang  Recognition of

33
 kasagaran. Karon, ang social social media’s
media naghatag ug real-time benefits
nga mga updates apan
kinahanglan gayud susihon ug
maayo ang mga tinubdan pero
bisan daghan ug fake news ron
kay mas ganahan ko aning naa
nay facebook, tiktok ana, kay
daghang syag benefits nga
dala.”

Informant 5 “Para nako, mas dako ang pag  Recognizing the

impluwensya sa social media freedom that
karon kumpara sa tradisyonal social media
nga media. Dati, ang mga provides
mensahe gikan sa radyo ug
telebisyon limitado ug
kontrolado, pero karon, bisan
kinsa makahatag og opinyon
pinaagi sa social media. Mas
dali na ang pag access sa
impormasyon.”

Informant 6 “The present social media  Social media’s

platforms right now has a impact and
great influence on voters empowerment to
decision. As people connect people
with social organizations, they
form a decision in their minds
because of what they have read
and what they have seen.
Nowadays, we are more
opinionated compared before
when we had traditional
media”

Informant 7 “Mas langas ang mga tawo ron  Prefers

kung ikumpara sauna kay mas traditional media
daghan man ug impormasyon for its simplicity
karon so mu react gyud over social
kasagaran maong mas ganahan media’s
gyud ko atong sauna kay dili complexity
kaayo samok.”

Informant 8 “Pabor ko atong sauna kay  Finds social

simple ra. Radyo, TV ug mga media skeptical
sulti sulti lang among basehan. and confusing
Dili kaayo ko pabor karon kay
daghan kaayong fake news,
malibog ang mga tawo.”, t

34
 Informant 9 “Sauna kay lisod gyud kung  Recognition of
ikumpara karon kay karon kay social media’s
murag impormasyon na ang connectivity
muduol nimo, dili pareha sauna
nga mangita pagyud ta. Mas
prefer nako ni rong naa nay
facebook kay mas dali maka
communicate ug makakalap
ug impormasyon”

Informant 10 “Mas easy karon kay dli  Finds social

hassle, pero mas maayo sauna media
kay ang politiko muduol nya convenient but
makita nila ang situation kay sa has concerns
social media kay pwede ra e about biased
fake to make people think the portrayals
opposite sa candidate.”

Table 2.3. Interview Question No. 3

- Do you feel more informed, overwhelmed, or skeptical when using social media for

political information? Why?

Response Codes Themes

Informant 1 “Usahay kay makalabad gyud  Feeling

siyag ulo tungod sa kadaghan overwhelmed and
nga impormasyon unya skeptical
magduha duha pod ko kay
basin fake news.”

Informant 2 “Para nako, mas maka inform  Feeling doubtful

siya nako pero usahay kay but acknowledges
makaduda pod tungod daghan the benefits of Perspectives
kaayog fake news nga ipang social media on Political
post” Information in
Social Media
Informant 3 “I think I feel more informed  Perception is
kay mag depende lang jud sa dependent on the
tawo kung unsaon pag navigation of social
navigate sa social media. Dili media
jud pod mawala ng magduda ta
sa mga ipang post pero it gives
us information pod.”

Informant 4 “Ma overwhelm gyud ko  Feeling

usahay kay daghan kaayog overwhelmed and
mga side sa story samot na sa confused due to

35
 eleksyon, maglibog nako kung multiple
unsa moy tuohan tungod perspectives
daghan kaayo ug
impormasyon.”

Informant 5 “Usahay, overwhelmed ko.  Feeling

Daghan kaayo nga galahi lahi overwhelmed with
nga opinyon, ug maglisod ko sa conflicting opinions
pagpili kung unsay tinuod. and prefers peace
Minsan, mas maayo pa nga dili
na lang magtan-aw.”

Informant 6 “Social media gave me enough  Feeling skeptical

political information that I also but recognizes the
feel skeptical because I don’t information
know if what they’re sharing are provided by social
trustworthy. Overall, I think it media
has made me more informed
rather than skeptical.”

Informant 7 “Mas magduda jud ko kay  Feeling skeptical

daghan kaayog impormasyon, and overwhelmed
wala ta kabalo unsay sakto ug due to
dili. Daghan kaayog dili misinformation
katuohan nga impormasyon.”

Informant 8 “Makahatag man siya nakog  Feeling

impormasyon pero maglabad overwhelmed and
pod akong ulo kay kaning confused
daghan ra kaayo nga
impormasyon.”, t

Informant 9 “Mas na inform gyud ko kay  Individual beliefs

kanang pagduda naa raman jud shapes
na, gadepende ra sa tawo ug perspectives
ila bang tuohan ng gi post.”

Informant 10 “Para nako, maka inform siya  Feeling doubtful

pero I feel skeptical pod with the reliability
specially nowadays kay grabe na
kaayo ang ipakalat sa mga tawo,
halos dili na katuohan.”

Table 2.4. Interview Question No. 4

36
- How do you think the spread of misinformation or fake news on social media platforms

impact voter decisions?

Response Codes Themes

Informant 1 “Ang sayop nga impormasyon  Impact of false

kay makahatag ug kalibog sa information on
mga mu botar kay ang uban voters
mutuo ra dayon maong
importante gyud nga mangita
kung unsay sakto.”

Informant 2 “Di gyud siya maayo tungod  Recognizing the

nay mga tawo nga dili kabalo reliance to false
mu search, mutuo rapod information
dayon. Kita ra poy madaot
tungod makabotar sila anang
mga kandidato tungod anang
fake news.”
Impact of
Informant 3 “I think it’s very alarming  Acknowledging Misinformation
because our country is at the alarming on Voter
stake. Dako kaayog epekto effect of fake Behavior
ning fake news ron sa mga news circulating
tawo kay reactive kaayo ta, dali in social media
ra kaayo ta ma sway samot na
ug interesting nga fake news and
gipakalat.”

Informant 4 “Mao gyud ni problema sa  Recognition of

social media kay daghan the widespread
kaayog fake news. Maka fake news on
apektar gyud ni siya samot na sa social media
mga dili kaayo mag search
maong susihon jud nato kung
asa moy tinood.”

Informant 5 “Kanang sa mga post nga  Influence of

sayop about anang mga incorrect
kandidato kay mao gyud nay information on
makaapekto sa botar sa mga voter decisions
tawo.”

Informant 6 “It has a significant impact  Triggering

because most of the voters are headlines effects
swayed with shocking on voters
headlines and they
immediately believe it without
doing fact checks.”

37
 Informant 7 “Makadaot gyud siya. Ako gani,  Personal
dali ko makatuo usahay susceptibility to
tungod sa ka grabe sa ipang fake news
post sa mga tawo.”

Informant 8 “Dako siyag epekto tungod kay  Recognizing the

makadaot siya sa mga tawo harm brought by
hasta sa mga kandidato, fake news
magtuo ng mga tawo ng dautan
ng kandidatoha pero fake news
ra diay to.”, t

Informant 9 “Maka trigger gyud siya tungod  Emotional

maglagot naman ning mga reaction to fake
tawo kay naa silay makita nga news and its
fake news. Mausab ilang influence on
hunahuna tas adto napod silas voting
pikas mubotar.”

Informant 10 “Misleading gyud na kaayo  Influence of fake

samot na kay dali ra kaayo ma news on
impluwensyahan ang mga people’s
tawo. Dali pod kaayo maka emotions
react.”

Table 2.5. Interview Question No. 5

- Do you think social media shows people content that pushes them toward certain

political opinion? Why?

Response Codes Themes

Informant 1 “Oo. Syempre. Mao mana ilang  Recognizing the

pag kampanya jud sa social political
media kay ganahan sila kanang promotion in
kandidatoha madaog maong social media
buhaton gyud nila tanan para
makuha ang botar sa tawo.”
Social Media
Informant 2 “Way duda gyud kay kanang  Recognizing the Influence on
social media man gud tanan accessibility of Political Opinion
man nga tawo makakita gyud. social media
Ang mga ipang post sa tawo
basta kabahin ug politiko kay
naa gyud silay gipaboran.”

Informant 3 “Yes, because social media  Exposure to

allows people to voice out diverse opinions

38
 their opinions and this can can impact
significantly impact the perspectives
people’s perspectives since
they heard other opinions.”

Informant 4 “Usahay kay bias ng mga  Perceived bias in

source nga naas social media content
and mao na moy mu
impluwensya sa mga tawo ug
mao na ang masulod sa ilang
hunahuna.”

Informant 5 “Oo, kay ang content sa social  Algorithmic

media nag focus man sa mga Personalization
interes nato nga mga tawo ba.
Kung nagtan-aw ka sa mga
political nga posts, mas
daghan na ang mogawas nga
pariha nga content.”

Informant 6 “Certainly, because social  Influence of

media is usually used to push agenda-driven
their own agenda. You want content
your own opinion to be in
people's minds, so you push for
that and you use social media.”

Informant 7 “Ay oo, sa mga fake news  Social media as

palaman daan nga naas social an instrument for
media kay naa gyud silay spreading
agenda nga mao na. Ang social misinformation
media murag silbe
instrumento para mapakalat
ni.”

Informant 8 “Oo. Kita tanan kay naa tay  Influence

access sa social media unya through
kanang mga makita nato didto accessibility and
nga mga kampanya kay campaigns
ikumbinsi man gyud ta.”, t

Informant 9 “Oo, mostly ron naas social  Recognizing the

media kay mu convince man openness of
gyud nato nga mao nay pilion.” social media

Informant 10 “Of course. Almost everyone kay  Information

maka access sa social media so overload pushes
no doubt, ma influence gyud sila. political opinions
Kaning sa social media man
gud kay full of information and
those information can push

39
 people to vote certain
candidates.”

Table 2.6. Interview Question No. 6

- During the election when social media was not present yet, was differentiating factual

information and misinformation hard? Why or why not?

Response Codes Themes

Informant 1 “Oo limitado ra kaayo among  Limited

makuhaan ug impormasyon information
maong lisod.” access

Informant 2 “Lisod gyud tong sauna kay sa  Inconvenience in

radio, newspaper ug TV lang accessing
man mi makadungog ug reliable
impormasyon. Ug amo gyud information
pangitaon ang tinood kay
madugayan pod mi tungod sa
kahasol.”

Informant 3 “Oo, lisod to sauna tungod  Accessing true

kailangan pa mu hatag jud ug information
effort para makabalos tinood.” requires great
effort
Challenges in
Informant 4 “Para nako, sayon tong sauna  Fewer and Accessing and
kay dyutay ra ang sources dili simple sources Assessing
ra maglibog.” avoid difficulty Information

Informant 5 “Lisod sa wala pa ang social  Recognition of

media kay limitado ang increased
impormasyon nga magamit. accessibility and
Karon, bisan pa man daghan greater alertness
ang impormasyon, ang mga to misinformation
tawo mas alerto na sa mga
posibilidad sa fake news.

Informant 6 “Yes, because you have to  Inconvenience of

listen to both parties, you evaluating
have to listen to one side and multiple
to the other side. And try to perspectives
figure out who is in the right
track or the correct organization
that is pushing.”

Informant 7 “Mas sayonan ko sauna kay  Perceived

40
 malibog nakos kadaghan sa reliability of past
impormasyon ron kay sauna media due to
murag mas kasaligan pa overload of
tungod dyutay ra ang information in
impormasyon.” social media

Informant 8 “Sa akong panan-aw, sayon  Ease of choice

sauna kay dyutay ra ang with simplicity of
choices sa impormasyon, dali information
raka makapili kung unsay
sakto ug sayop.”, t

Informant 9 “Lisod gyud tong sauna kay  Uncertainty and

gamay ra kaayo among difficulty in
kuhaan ug impormasyon unya finding the truth
wala mi kabalo asa makabalo
sa tinood.”

Informant 10 “Oo, kay I think we can gain  Dependence on

reliable information if we have resources for
enough resources. Sauna kay reliability
limited rajud kaayo.”

Table 2.7. Interview Question No. 7

- Do you fact check the information you read or see online? How?

Response Codes Themes

Informant 1 “Oo, kusog ko mang search  Curiosity-driven

samot na ug naa koy makit an verification
nga maka shock unya
magduda ko. I search gyud
nako na.”

Informant 2 “Oo, kay gipasayon maning  Interest-based

pagpangita sa sakto nga verification
impormasyon maong mangita Fact-Checking
gyud kos tinood samot na ug Behavior
interesado pod ko.”

Informant 3 “Of course. With all this fake  Verification to

news nga naas social media, avoid
magduda najud ko kung unsay misinformation
sakto ug dili maong lantawon
jud nako ang source sa
information.”

Informant 4 “Ay oo, tig pangita gyud ko kay  Seeking

41
 daghan na kaayog fake news information
ron, usahay kay mangutana through external
ko.” verification or
questioning

Informant 5 “Gina-check nako ang mga  Multi-source and

sources nga akong nakit-an ug social verification
nagtan-aw usab ko sa mga
fact-checking nga mga
websites. Kung naglibog ko,
mangutana ko sa mga kaila
nakong masaligan pariha sa
akong apo kay kami raman jud
diri.”

Informant 6 “I always fact check  Source and

information by checking the content
credibility of its source and credibility
the content because this is the verification
only way for me to determine
what’s reliable and true.”

Informant 7 “Dili man gud ko kamao aning  Reliance on

mga search search maong sa familiar platforms
facebook lang gyud ko mag with personal
base pero dili pod nako tuohan assessment of
tong makaduda gyud kaayo.” credibility

Informant 8 “Oo, usahay ug maglisod ko ug  Seeks

search kay mangutana ra ko assistance from
aning mga kabalo kay ganahan others for
pod ko makabalo sa verification
kamatuoran.”, t

Informant 9 “Kapag interesado ko anang  Interest-driven

akong makit an kay lantawon verification
gyud nako if sakto ba.”

Informant 10 “Yes, sige gyud ko tig fact  Routine fact-

check tungod dili kaayo checking with
makasaligan ning mga ipang distrust in social
post nila. Usahay kay mang media
search ko sa google. ”

CURRICULUM VITAE

42
 JASMINE KIANSHI BASCO

Personal Information

Sex: Female

Address: San Jose, Baranggay ll, Bais City

Number: 09150524055

Email Address: [email protected]

Age: 17

Birthday: August 14, 2007

Civil Status: Single

Nationality: Filipino

Religion: Born Again

Education

Elementary: Calasgaan Elementary School

Secondary: Bais City National

Science High School

MARIAN GRACE C. CONCHA

43
Personal Information

Sex: Female

Address: Burgos St., Bais City

Number: 09107237971

Email Address: [email protected]

Age: 18

Birthday: October 30, 2006

Civil Status: Single

Nationality: Filipino

Religion: Catholic

Education

Elementary: Bais City Pilot School

Secondary: Bais City National

Science High School

FRANCO T. DEREQUITO III

44
Personal Information

Sex: Male

Address: Burgos St., Bais City

Number: 09604078968

Email Address: [email protected]

Age: 17

Birthday: July 1, 2007

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Education

Elementary: Bais City Pilot School

Secondary: Bais City National

Science High School

ALMIE JOY O. JOROLAN

45
Personal Information

Sex: Female

Address: Canibol, Okiot, Bais City

Number: 09058801431

Email Address: [email protected]

Age: 17

Birthday: July 8, 2007

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Education

Elementary: Okiot Elementary School

Secondary: Bais City National

Science High School

ERECH SHEM T. LAGUNERO

46
Personal Information

Sex: Female

Address: Maaslum, Manjuyod, Negros Oriental

Number: 09755114172

Email Address: [email protected]

Age: 17

Birthday: October 31, 2007

Civil Status: Single

Nationality: Filipino

Religion: IFI

Education

Elementary: Bais City Special Science

Elementary School

Secondary: Bais City National

Science High School

SEAN BENEDICT P. LARDAUS

47
Personal Information

Sex: Male

Address: Bais City Glad Fleischer Subdivision

Number: 09751823329

Email Address: [email protected]

Age: 17

Birthday: April 13, 2007

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Education

Elementary: Bais City Pilot School

Secondary: Bais City National

Science High School

LYN MARVIN S. YAP

48
Personal Information

Sex: Female

Address: San Jose, Manjuyod

Number: 09291325773

Email Address: [email protected]

Age: 17

Birthday: June 11, 2007

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Education

Elementary: Campuyo Elementary

School

Secondary: Bais City Science High

School

49
50