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Organizational use of Social Media and its impacts on Politics: Evidence from Pakistan

Past studies have focused on
organizational use of social media (SM) for service delivery, publicity and
public relations, but, how can a public sector organization influence the
country’s politics through the use of SM is unknown in literature. Drawing on the
theory of Organizational Impression Management (IM) and the concept of
authoritarian legacies, this study investigates that how a public sector security
organization (Pakistani military) linked with country’s authoritarian past can
use the Social Media Activists (SMAs) to influence citizen’s political
participation. A random sampling (n=407) technique was used while conducting
the survey. Structural equation modelling was used to test the hypothesis,
which demonstrate that the SM user’s connectedness with the military aligned SMAs
is significant and positively associates with their voting realignments and
online political participation. The results also indicate that the offline
political participation compliments online political participation and
political disposition positively relates with online political participation. Our
study introduces a new conceptual construct of SMAs aligned with authoritarian
legacies and test it empirically. The study adds new prospects for the use of organizational
IM theory in relation to the digital media, politics and authoritarianism.