Voters' participation is considered fundamental in an electoral process. Yet almost half the countries in the world have voter turnouts of (60-79) percent. To be able to predict and influences voters' behavior, political parties and political consultants need to identify determinants of voters'...

The dominant media ideology argues that the successful application of social media engagement in commercial marketing has the potential to influence customers buying decisions by X percentage. This can equally play a pivotal role in voters' voting decisions. Political marketing research scholars...