Journal of Economics and Management Volume 19, No. 1 March, 2023

The Impact of Customer Relationship Building via Social Media on Political Participation: The Mediating Role of Relationship Quality

Mahmoud Al. Homssi

Faculty of Business Administration, Beirut Arab University, Lebanon

AlaaEldin Abass Ali

Faculty of Business Administration, Beirut Arab University, Lebanon

Amal Kurdi

Faculty of Business Administration, Beirut Arab University, Lebanon

Abstract

This article investigates the influence of customer relationship building via social media on political participation in Lebanon. Moreover, this study addresses the mediating impact of relationship quality plays in explaining or enhancing the relationship. A quantitative research method is used to achieve the research objectives. Data were collected from 350 Lebanese respondents. The results from structural equation modeling reveal that customer relationship building via social media is positively associated with relationship quality and political participation. Moreover, relationship quality partially mediates the relationship between customer relationship building via social media and political participation. This study enhances the political marketing literature regarding the vital functions of marketing activities in political life. Furthermore, the findings of the current study guide both political parties and political candidates to fully comprehend the factors that affect citizens’ political participation. In addition, the current study highlights the need for greater empirical study to fully comprehend the factors that influence political participation.

Keywords：Customer Relationship Building, Relationship Quality, Political Participation, Lebanon

JEL Classifications：M1, M2, M3.

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