Social Media and Elections: Facebook and TikTok’s Influence on First-Time Voters’ Preferences in Maasin City, Philippines

Abstract

Aim/Purpose: Given the scarcity of studies that have specifically examined Facebook and TikTok's impact on youth political engagement, this exploration aimed to determine the frequency of use among first-time voters. It also examined their purposes for using Facebook and TikTok, as well as the level of influence these social media platforms have on their voting preferences.

Introduction/Background: In an era of digital campaigns and elections, this study examined the political preferences of first-time voters to address the research gap on the impact of Facebook and TikTok on youth political engagement. Political culture and Facebook/TikTok usage vary widely, underscoring the need for localized research to guide future studies and political communication in the Philippines. Few studies have examined these major social media platforms, especially for younger voters and political material.

This study revealed that many young voters believe that Facebook and TikTok influence their decisions, providing crucial quantitative data on first-time voters' political activity on Facebook and TikTok. Social media platforms educate, engage, and develop communities, and the study describes how material on these platforms has inspired young users to join in political debates and activities. TikTok's creative expression makes political discussions more accessible and engaging for younger viewers, increasing political understanding and mobilization. It also stresses the importance of media literacy programs to protect young people from misinformation. This study fills a research gap in youth engagement through social media and provides actionable insights for political communication techniques to reach young voters. This research is vital in addressing social media concerns and obstacles related to electoral campaigns.

Methodology: Descriptive survey research was used to measure 380 first-time voters’ frequency of Facebook and TikTok use, along with the purpose and influence level of such usage on voting preferences. These first-time voters resided in Maasin City, Southern Leyte, Philippines, were registered to vote in automated midterm National and Local Elections, were 18 years old or above, and had active accounts on Facebook and TikTok. They were selected through a snowball sampling technique; identified respondents referred other qualified first-time voters. A structured online questionnaire through Google Forms was developed by reviewing the relevant literature. Five-point Likert-type scales measured the frequency and agreement of respondents with the study’s objectives. Cronbach’s alpha, computed to verify reliability, was .88 for the fifteen statements, indicating excellent internal consistency. The data were analyzed and interpreted using descriptive statistics such as frequency distributions and mean scores; MANOVA and Tukey post hoc tests were conducted to test the study’s hypotheses.

Findings: First-time voters “always” used Facebook and TikTok; Facebook was “always” used as a communication medium, while TikTok was “often” used for this purpose. Both platforms frequently served as channels for social connection, civic involvement, and political participation. Facebook and TikTok were “influential” in the voting preferences of first-time voters. Moreover, evidence revealed statistically significant differences in how frequently Facebook (Wilks' Lambda = .664, F (380) = 21.23, p < .0005) and TikTok (Wilks' Lambda = .868, F (380) = 6.87, p < .0005) were used by first-time voters, the purpose of such usage, and its level of influence on their election preferences. Using Tukey’s HSD post hoc test, the results underscored the significant role of more frequent Facebook use in influencing political preferences in elections, highlighting the importance of social media exposure and engagement for aspiring and career politicians.

Contribution to Society: The research empirically substantiated Agenda-Setting, Social Identity, and the Bandwagon Effect theories within contemporary electoral participation, thus enhancing existing knowledge. It showed that first-time voters were especially susceptible to social media's influence, emphasizing the need to understand how these platforms shaped political preferences and motivated new voters. Political campaigns could adapt material for younger audiences on Facebook and TikTok to increase civic engagement, election participation, and possibly lead to better informed and more interested voters. As information sources and political discourse platforms, social media can change young voters' engagement with democracy and behavior.

Recommendations: Since first-time voters are vital to electoral success, politicians seeking reelection or leadership roles should develop Facebook and TikTok tactics. National and municipal governments should collaborate on providing non-partisan voter information through Facebook and TikTok for first-time voters. Students and youth who are no longer in school must be taught to critically evaluate political content online by educational institutions and through community extension services.

Research Limitations: This study was conducted in Maasin City; regional cities and neighboring municipalities may yield responses that reflect their distinct socio-economic conditions, social media usage, and lifestyles. Gathering data via Google Forms may also have affected respondent answers. The survey may change or shift the perspectives of the concepts under study if deepened with qualitative responses. Referral sampling may also produce a biased sample that does not accurately represent the inclusion criteria.

Future Research: Future researchers could investigate the changing influence of Facebook and TikTok on electoral behavior, emphasizing the efficacy of engagement techniques on political campaigns and electoral success, and focusing on gender or specific age groups. Future studies on the long-term impacts of social media on youth political behavior should also be initiated.