Social media and electronic worth of mouth communication in political marketing process

With political marketing, the target group is being persuaded to try to achieve a high voting rate. Social media is seen as an important actor in the marketing world especially when it is thought that technological developments are getting more and more new every day. Therefore social media, which is a means of promoting in the context of political marketing activities, is being used intensely. Nowadays, it can be said that worth of mouth communication activities are carried to electronic media because people spend a lot of time in virtual environments. The main purpose of this study is to determine the effects of social media factor on voter trust and loyalty with voter trust and loyalty on electronic worth of mouth communication and voter behavior. Demographic factors are also included in the study and it is determined whether these factors cause a significant difference in voter behavior. The survey data were obtained on the basis of the electronic questionnaire applied to 540 social media users. The data were analyzed in statistical package programs, the hypotheses were tested with structural equation model and difference tests (independent samples t-test in two groups and one way anova test in three or more group characteristics). As a result of research, it has been reached that the political marketing social media factor affect to voter trust, loyalty and electronic worth of mouth communicaton, voter trust, loyalty and electronic worth of mouth communicaton affect to voter behavior. It was also found that the gender, marital status, social network and political party/politician follow-up on social network factors in the study caused a significant difference in voter behavior.