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As the time goes by, political campaign and marketing have entered social media quickly. In this era people were more interested in accessing social media than conventional media social media is obviously very different from the mass media. Although it has been more than 10 years since Obama used social media and won the American presidential campaign, not much theorising has been done about the relationship between social media and political success. Nevertheless, social media keeps getting the credit for successful political campaigns. Social media contributes to successful campaigns in many ways, but it is not the only factor. In the UK’s 2017 general election, social media was found to help the voters understand parties’ policy positions, and engagement with social media made them more likely to vote. In Malaysia, social media as political marketing and campaign used in 2018 General Election which combine Barisan Nasional (BN) and Pakatan Harapan (PH). The purpose of this research is to analyse how social media are used by both politicians to dominate the election.

4. Social Media and Political Marketing A Case Study of Malaysia During the 2018 General Election