A moderating effect of Facebook time and Facebook friends on the relationship between political marketing factors and voters' behaviour in Malaysia

Facebook has had a substantial impact on political marketing in Malaysia. This study suggests the outcome of the next general election in Malaysia by establishing a political marketing model that may both predict how political marketing strategies can influence Facebook users, and determine other factors that may impact their voting. Exchange Theory was used to test the influence of political marketing factors on voter decisions, and political activities were hypothesised as exogenous variables and voting decisions as an endogenous variable. The present study concluded that political marketing factors should be considered as primary tools for predicting voter decisions in future elections.