Social Media Advertising, Influencer Credibility, and Brand Trust on Online Purchase Intention among Gen Z Consumers

Abstract

In Pakistan, social media has become an important tool of political discussion and a platform of expressing opinion. As the participation of such platforms as Twitter, Facebook, and Instagram grows, political participants, parties, and citizens discuss them, which indicates the mass opinion regarding the central events. This research paper explores social media opinion relating to political events in Pakistan in terms of both the positive and negative opinions depicted by the users. Sentiment scores were obtained with the help of natural language processing (NLP) methods, based on posts, comments, and tweets about elections, government decisions, and political scandals within the last three years. The analysis will help reveal the trends of the general audience, evaluate the influence of social media mood on the political activity, and point out the importance of the digital environment in the formation of political discourse. The results indicate that sentiment analysis can give timely and practical data to policy-makers, political strategists, and researchers in need of knowing the dynamics of opinion of people in the socio-political environment of Pakistan.