Political participation in the digital age: Impact of influencers and advertising on Generation Z

Abstract

Various methods are used to foster political participation among young people, ensuring an active role in democratic life. Social media is a potential medium for distributing messages to Generation Z, effectively reaching and engaging young people. Therefore, this study aimed to examine the role of political influencers and advertising on political participation, mediated by political interest and efficacy. A survey was further conducted on young Indonesians (Generation Z) with purposive sampling, and the questionnaire was distributed online through social media networks (N = 559). The analysis results with Structural Equation Modeling (SEM) showed that political interest mediated the influence of influencers and advertising on participation. Additionally, internal political efficacy mediated the effect of advertising on participation. Political interest further strengthened internal efficacy in mediating the impact of influencers and advertising on political participation. Implication: Influencers may help political socialization go more smoothly and effectively. The government should establish more stringent regulations and ethical guidelines to ensure influencers maintain an objective and professional approach.

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