Impact of Facebook Likes and Shares on Campaign Posts in Predicting the 2016 Philippine Presidential Election Results

  • Cherryl Lauron Adventist University of the Philippines
Keywords: Facebook Likes, Facebook Shares, Campaign Posts, 2016 Philippine Presidential, Election Results


The active usage of the Filipinos in the social media application called Facebook may influence the society, the election campaign and result but hard evidence is scarce. Hence, this study intends to analyze how the engagement of users through ‘likes’ and ‘shares’ on the Facebook campaign posts can impact the outcome of the 2016 Presidential election. The study delved on interpreting how Facebook as a communication channel influenced the election result based on the engagement in likes and shares on the Facebook campaign posts. Only the number of likes and shares of the posts based on the total count on the original post on the candidates’ official Facebook page were analyzed. These were posted during the campaign period declared by the Commission on Elections. The social net importer was used in the data gathering process then the calculation using a statistical tool followed as basis for analysis. The official election result from the COMELEC confirmed that Rodrigo Duterte won in the 2016 Presidential election with a total of 16,601,997 votes. Grace Poe secured the highest number of likes and shares, 13,036,065 likes and 1,511,020 shares, respectively but she only ranked as third in the official election. Results show that the number of likes and shares on the Facebook election campaign posts are not significant in influencing the election result. Future studies in relation to Philippine Presidential election may be conducted and other variables can be considered like the Presidential debate likes and shares, comments, and other Facebook reactions like heart, wow, sad and thankful.
Article Metrics


Download data is not yet available.


Chadwick, A & Philip, N. (2009). The Routledge Handbook of Internet Politics. New York:

Taylor & Francis Books.

Polsby, N.W. & Wildavsky, A. (1996). Presidential Elections Strategies and Structures of

American Politics Ninth Edition. New Jersey : Chatham House Publishers, Inc.

West, Darrell, M. (1954). Air Wars.Television Advertisingand Social Media Election

Campaigns 1952-2012.United States of America.SAGE : Publications India


Antonopoulos, N., & Giomelakis, D., & Veglis, A., & Gardikiotis, A. (December 2016) Web

Third-Person Effect Hypothesis: Do likes and Shares Affect Users’ Perceptions?

Journalism and Mass Communication, 6(12), 711-729. Retrieved from

Boyd, Dana M & Ellison, Nicole B. ( 2007, October). Social Network Sites: Definition,

History, and Scholarship. Journal of Computer- Mediated Communication, 13(1),

-230. doi:

Crisostomo, Sheila ( 2016, January). Comelec teams up with Facebook to promote 2016 polls.

Philstar. Retrieved from



Bimber, B. (2014) Digital Media in the Obama Campaigns of 2008 and 2012: Adaptation to

the Personalized Political Communication Environment. Journal of Information

Technology & Politics. 11(2), 2014.

Giglietto, F. (2012) If Likes Were Votes: An Empirical Study on the 2011 Italian Administrative

Elections. Retrieved from


Harris, L., & Harrigan, P. ( 2015) Social Media in Politics: The Ultimate Voter Engagement

Tool or Simply an Echo Chamber. Journal of Political Marketing. 14(3), 2015.

Retrieved from

Jones, J., & Bond, R., & Bakshy, E., & Eckles, D., & Fowler, J. (2017) Social influence and

political mobilization: Further evidence from a randomized experiment in the 2012

U.S. presidential election. Retrieved from

Kalsnes, Bente, (2016). The power of likes: social media logic and political communication.

Retrieved from


Paurom, Dan, Mangosing, Frances , Corrales, Nestor. ( November, 2015). Social media

and the 2016 national elections. Retrieved from

Riffe, Daniell, Lacy, Stephen & Varouhakis, Miron. (2008). “Media System Dependency

Theory and Using the Internet for In-depth, Specialized Information.” January 8,




Teehankee, J. ( 2012) Internet Campaigning in the Philippines. Philippine Political Science

Journal, 31(54), 2010. Retrieved from

How to Cite
Lauron, C. (2019). Impact of Facebook Likes and Shares on Campaign Posts in Predicting the 2016 Philippine Presidential Election Results. Abstract Proceedings International Scholars Conference, 7(1), 936-952.