Social Media Strategy and Political Mobilization: A Case Study of PTI in Khyber Pakhtunkhwa

Abstract

The rise of digital communication technologies has fundamentally transformed political communication across the world. Social media platforms such as Face book, Twitter (X), YouTube, and Instagram enable political actors to communicate directly with citizens, bypass traditional media gatekeepers, and mobilize supporters rapidly and effectively. In Pakistan, the growing penetration of smart phones and internet access has made social media an important arena of political engagement. Among Pakistani political parties, Pakistan Tehreek-e-Insaf (PTI) has been widely recognized for its strategic and systematic use of social media for political communication and mobilization. This research paper examines the social media strategy of PTI in the province of Khyber Pakhtunkhwa and analyzes how digital communication platforms contribute to political mobilization, narrative building, and voter engagement. The study adopts a qualitative research approach based on thematic analysis of interviews, digital political content, and scholarly literature on political communication. The findings suggest that PTI has effectively used social media to construct political narratives related to governance reforms, anti-corruption, and national identity. The party’s digital strategy has enabled it to reach younger voters, create interactive political communities, and mobilize supporters for political participation both online and offline. The study concludes that social media has become a central instrument of contemporary political communication in Pakistan.