EXPLORING THE INFLUENCE OF AI-DRIVEN SOCIAL MEDIA IN SHAPING POLITICAL BEHAVIOUR AMONG UNIVERSITY STUDENTS IN LAHORE

Abstract

Social Media has become an integral part of university students’ daily lives in Pakistan, yet limited research explores how AI-driven content on social media influences their political behaviour. This study examines the political uses and gratifications of Facebook 
among university students in Lahore. The Uses and Gratifications (U&G) theory is applied, which emphasizes that users actively seek content to fulfil their needs, making it a relevant framework for understanding how AI-generated political content shapes student 
behaviour. The focus of this study was to explore: (1) the patterns of political content consumption on Facebook among university students in Lahore; (2) the needs that are gratified through engagement with AI-curated political content; (3) the role of AI in 
reinforcing or challenging political opinions; and (4) how this content affects students' political participation, both online and offline. A qualitative approach was employed, utilizing focus group discussions to gather in-depth data from university students. The data were analysed using a constant comparative method. Preliminary findings suggest that AI-driven content on Facebook plays a crucial role in shaping political views, with students relying on the platform for up-to-date political information and social interaction. While many participants acknowledged the convenience of personalized content, concerns were raised about the creation of echo chambers that reinforce pre-existing political beliefs. Overall, this study provides insights into how AI-driven social media content influences political engagement among university students in Lahore.