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Military Organization’s Use of Social Media and Its Relationship with Politics: Evidence from Pakistan

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  • Saif Ur Rahman
  • Zhao Shurong

Abstract

The literature on social media (SM) use in government organizations primarily focuses on service delivery, publicity, and public relations. But, how a public sector security organization’s use of social media is related to electoral politics in a country is least understood. This paper conceptualizes the Pakistani military’s use of digital media, drawing on the theory of organizational impression management (IM). It further explores the impact of military-related social media activists (SMAs) on electoral politics in Pakistan. Structural equation modeling was used to test the conceptual model, demonstrating that the citizens’ connectedness with military-related SMAs is significant and positively associated with their voting realignments during the 2018 elections in Pakistan. The results revealed that the citizens’ greater online political participation increases their likelihood of connecting with military-related SMAs. On the contrary, their engagement with the offline political process reduces the chances of consuming the military’s impression management content over social media.

Suggested Citation

  • Saif Ur Rahman & Zhao Shurong, 2024. "Military Organization’s Use of Social Media and Its Relationship with Politics: Evidence from Pakistan," SAGE Open, , vol. 14(3), pages 21582440241, August.
    • Handle: RePEc:sae:sagope:v:14:y:2024:i:3:p:21582440241264615
    DOI: 10.1177/21582440241264615
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    References listed on IDEAS

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    4. Cao, Dongmei & Meadows, Maureen & Wong, Donna & Xia, Senmao, 2021. "Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context," Journal of Business Research, Elsevier, vol. 122(C), pages 835-846.
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