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South Africa has witnessed a decline in youth voter turnout. Consequently, political parties are employing marketing strategies that aim to appeal to the young voter, such as social media. Notwithstanding the increasing studies on social media in political marketing, there is a dearth of such research in South Africa. Furthermore, no studies have explored the influence of political marketing using social media on voter trust, loyalty and voting intention of the youth in the South African political context. This research intends to contribute to the increasing body of research on the efficacy of political marketing using social media by political parties in South Africa to engage with the youth and improve their election turn out. The two main research objectives are to establish the influence of political marketing using social media and on voting intention, with voter trust and voter loyalty as mediators and to determine which mediator (voter trust or voter loyalty) has the strongest influence on the outcome variable (voting intention). Using a data set of 250 respondents, between the ages of 18 and 35 years, from Gauteng Province in South Africa, this study examines these relationships. The study outcome is that all the five hypotheses are supported. The results indicate that the relationship between political marketing using social media and voter trust, political marketing using social media and voter loyalty, voter trust and voter loyalty, voter trust and voting intention and voter loyalty and voting intention are all positive in a significant way. The research paper discusses both academic, political party and marketer's implications of the results and future research directions are suggested.

The Influence of Political Marketing Using Social Media on Trust, Loyalty and Voting Intention of the Youth of South Africa