LAUSR

This paper investigates how social media affects general voting patterns. Unlike previous studies investigating whether citizens’ use of social media affects political participation, this paper considers the connections that social media users have with political activists on social media, and how this connectedness influences general voting patterns, using data from Ghana. With contemporary theoretical perspectives and exploratory techniques, trends from past literature are presented, from a social media-based propagated survey with 420 valid responses. Structural equation modeling was used to test the conceptual model, which demonstrates that the connectedness with political and social media activists is significant and positively influences modifications in voting patterns. Online political participation and political affect also present an effect on voting patterns. The relationship between connections with social media political activists and online political participation is significant, as indicated by a strong covariance observed in the model. The results of the multigroup analysis also indicate some cultural and social issues to shape the phenomena for further investigation.