期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：7
页码：1050-1066
DOI：10.6007/IJARBSS/v8-i7/4554
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Researchers in the realm of social media and political participation have identified multifaceted perception that and has intensified the diffusion of critical and liberal ideas among Gen Y. The insights of making UGOV as an opportunity to influence the gen Y pondered the need for the government to manoeuvre the approach that likely will win the heart and mind of the young voters. Therefore, this study investigates the influence of User Generated Online Video (UGOV) on Gen Y perception towards Malaysian Federal Ruling Party. The study adopts a qualitative methodology that involves in-depth interviews in which the informants are Gen Y in Malaysia. The results emphasized the need for the government to fully utilized social media platform mainly YouTube by giving fast responses and genuine interaction. Although it is undeniable the government has making the effort to attain the young voters through social media platform, the UGOV user found that the government still lacking in terms of credibility because of the content or most of the issues in the government related video only focussing issues that distant from the voter’s heart. Hence, the perceptions towards the federal government in many aspects were evident in this paper.
