Abstract
This study compares the influence of the mass media and primary groups on the voting decision of the Islamabad based voters. The survey was conducted after the general elections of 2013 held in Pakistan. It concludes that the primary groups exercise more influence than the mass media on the voting decision. This study also discloses that the voters who spent more time with family members showed stronger family members influence on their voting decision. Similarly, more time spent with the close friends increased the influence on the voting decision as well. In addition, study also claims that Time duration of Media Exposure has direct impact on voting decision of Pakistani voters.
Keyword(s)
Mass Media, Primary Groups Influence, Voting Decision, General Elections, Pakistan