The effect of social media on the behaviour and loyalty of the voters as a factor for political marketing issue : A Research in the province of Ankara

With the development of technology and globalization, there is a great change in the strategies of political parties. Political marketing, which is an element of strategy, has started to use social media effectively as a tool. As the influence and use of social media on the masses increase, the value of political marketing and its effect on political party election results also increase. In this study, we investigated the recent relationships between political marketing and social media which has an important effect on the strategies of political parties. For the method of this study, survey applications are applied Statistically, the findings are evaluated with the SPSS analysis and interpreted in detail. In this study; The effect of social media, which is a political marketing element, on voter behavior and voter loyalty was investigated. Individuals using Facebook, Twitter, and Instagram among social media tools were included in the study. For this purpose, the scales were applied to a total of 507 participants; 275 females and 232 males, aged 18 and over, residing in Ankara. The scales applied in this research consist of the; "Political Marketing Attitude Scale", "Voter Link Scale", ''Voter Satisfaction Scale", "Voter Loyalty Scale", "Voter Behavior Scale" which are developed by the study group. The data obtained by using these scales were analyzed by methods. Positive findings were obtained in the analyzes performed. In line with these findings, a significant relationship was found between the age of the participants and the use of social media channels. In the light of the data obtained from the study, it was determined that social media has a significant effect on voter behavior in the context of political marketing and its strategic value for political parties has been revealed. Key Words: Political Marketing, Social Media, Voter Behaviors