Social Networks’ Influence on Voting Behavior and Involvement of Cypriot Voters

Digital media and social networks in particular are increasingly influencing voters and penetrating the range of political products aimed at them. For years we have seen established mainstream political forces progressively using social media in their election campaigns and their wider political marketing. At times, unpolitical individuals with influence and high impact on social media, may promote themselves as a political product even if the political agenda is missing. In the context of the 2024 European elections in Cyprus, this paper examines whether this increased influence of social networks on the electorate represents a democratization, a popularization, or simply a depoliticization of the political product. In this specific context, the paper provides a historical indication and a theoretical analysis of the way in which the impact of social networks on electorates has evolved. Quantitative research was used with a convenient sample of 247 voters to measure the impact of social media (and specifically YouTube) upon voting behavior, as well as the extent to which the particular impact is influenced by the level of voters’ political involvement and the shift towards a more depoliticized voting behavior. Findings highlight that the use and therefore the impact of social media, it's a major differentiator of voting behavior. In a rather similar manner. Finally, the paper discusses management implications and suggests further research.