Determinants of voters behaviour and voting intention: The mediating role of social media

The dominant media ideology argues that the successful application of social engagement in commercial marketing has potential to influence customers buying decisions by X percentage. This can equally play a pivotal role voters` voting decisions. Political research scholars have proposed need study decision. However, scholarly responses this call received limited attention with interesting debates and opposing arguments. diverse opinion field complicates our understanding, making it difficult draw viable conclusion on its relevance proper application. authors, therefore, empirically examined relationship between determinants behaviour intention Ghana. is help overcome empirical understanding stir up political space. authors collected data from 600 Ghanaian voters, which were analyzed Structural Equation Model (SEM) Smart PLS. We found positive significant dimensions intention. further established plays vital We, recommend since information displayed platforms about parties their leaders voters decisions, actors, leaders, consultants should pay particular kind placed leaders.