Analyzing Electorate Behavior on Social Media in the Philippines: A Quantitative Study

Abstract

Social media has become a central tool in modern political engagement, yet its impact on voter behavior in rural Philippine contexts remains underexplored. This study addresses that gap by examining how social media influences electoral behavior in Magsaysay, Davao del Sur. The objectives were to identify the demographic characteristics of voters, including age, gender identity, education level, and marital status, and to determine whether these factors significantly affect their political engagement on social media. A quantitative approach was employed using an adapted survey administered to 110 respondents across two barangays. Most participants were female, aged 16–25, and in high school. Facebook emerged as the most preferred platform for sharing and interacting with political content. Despite varying demographic profiles, statistical analysis revealed no significant differences in social media-based electoral behavior. These findings suggest that while Facebook facilitates political engagement, demographic characteristics such as age, gender, education, and marital status do not significantly influence voter behavior on social media. Future research should expand to larger populations and consider additional variables such as political affiliation, internet access, and digital literacy to gain a deeper understanding of online electoral participation.