Exploring the Impact of Social Media Political Advertising on Shaping the Opinions of Generation Z

Abstract

This study examines the role of social media in shaping the political opinions of Generation Z, focusing on how political advertising impacts their beliefs and behaviors. By analyzing existing literature and conducting primary research, the study explores key elements such as engagement patterns, exposure to targeted content, and the dissemination of half-truths and misinformation. The research investigates the influence of social media political content on various aspects of Generation Z's opinion formation, particularly in the context of political decision-making.

The study was conducted in December 2024, targeting 307 respondents residing in the twin cities of Islamabad and Rawalpindi. A survey technique was employed to assess the impact of political content on social media. The survey utilized an interval scale for profiling and demographic questions, while the majority of questions were designed using a Likert scale to gauge opinions and attitudes. One question offered multiple-choice options to capture diverse perspectives.

The findings of this research provide valuable insights into how social media shapes the political consciousness of Generation Z, highlighting the implications of targeted advertising and misinformation on their engagement with political discourse. This study contributes to the broader understanding of the interplay between social media and youth political behavior, offering a foundation for further exploration in this critical area.