Cross-over voters in the last general elections and the role of social media : an exploratory investigation

Abstract

Purpose – The purpose of the dissertation is to explore the effect of social media on cross-over voting in elections. Design/Methodology/Approach – Qualitative interviews were conducted to obtain an introspective view from persons of different backgrounds which switched from a party to another during the last General Election. Thus, the June 2017 General Election was taken as a reference. Findings – The results suggest that social media is a popular medium used to keep voter’s informed regarding issues related with politics. It also helps to locate which party has the most influence on the voter’s opinions through their campaigning. Research Limitations - Research of a political nature may limit research participants from participating or to be honest about one’s opinions. Practical Implications – The results can offer future politicians and campaigners a clearer idea on how to target better this audience. Originality/Value – The use of social media and cross-voting in Malta has never been thoroughly researched. Future campaigners can learn to adopt different tactics when dealing with this segment of voters.