BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Spring 2020

Date of Submission



Dr. Laila Sohail Farooq, Assistant Professor, Department of Social Sciences and Liberal Arts

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


The role of political advertising in the democratic process today is drastically more impactful than it used to be few decades ago. With the rise of social media, we are observing political changes like never seen before. In my research, I dissect the role of Facebook advertising in 2020 US elections. I have outlined how Facebook political advertising has taken it to new levels of personalization and use of propaganda. I also look at how this budget allocation works online. This research is an important building block for the next decade of research on this topic because so far only few US elections have been witnessed under the era of Facebook advertising. In fact, many countries in the world such as Pakistan and India have not yet discovered this political tool of messing with the democratic process.





The full text of this document is only accessible to authorized users.