ABSTRACT
This qualitative study examines how Filipino college student voters perceive the credibility and feasibility of political campaign promises and how these perceptions influence their voting decisions. Grounded in the
Advertising Skepticism Theory and the Theory of Reasoned Action , the study gathered data through focus group discussions (FGDs) with six student voters from Abuyog Community College , selected using purposive sampling. The data was analyzed using thematic analysis. Findings revealed that students are highly skeptical of political promises, viewing those without concrete plans as "empty talk". They are more likely to trust a candidate's track record and past achievements over their promises. Students identified different media platforms' influences on their perceptions, preferring authentic platforms like debates over social media due to concerns about misinformation. Ultimately, the study concludes that college students are thoughtful and discerning voters who prioritize critical thinking and voter education, seeking authenticity and transparency from political candidates.
Keywords: political skepticism, student voters, campaign promises, media influence, voter education, qualitative research
INTRODUCTION
Elections are a cornerstone of democratic societies, allowing citizens to select leaders who represent their values and priorities. Political campaigns rely heavily on persuasive communication, particularly through promises related to key issues like economic development, education, healthcare, and social reform. These pledges shape public perception and influence electoral decisions. College students, as a significant and growing part of the electorate, are immersed in digital environments that shape their political views. Social media is particularly critical in disseminating political content. However, the rise of political disinformation makes students vulnerable to being misled. Research by Bringula et al. (2021) found that susceptibility to fake news among university students is influenced by factors like media literacy and political awareness. Despite increasing youth political participation, many remain skeptical of campaign rhetoric. Nelson, Ham, and Haley (2021) argue that limited political persuasion knowledge contributes to advertising skepticism, which can affect how students interpret campaign promises. Furthermore, trust in political institutions influences student engagement. When promises appear disingenuous, students may respond with apathy or increased criticality, affecting their long-term participation in democratic processes.
This study aims to fill a gap in the literature by exploring how college student voters perceive the credibility and feasibility of political campaign promises and how these perceptions influence their voting decisions.
Statement of the Problem
This study aims to investigate the challenges faced by college students in discerning political promises, and specifically seeks to answer the following research questions:
1. What is the perception of college students on the election process in the Philippines?
2. How do college student voters perceive the credibility and feasibility of political promises made during campaign periods?
3. How do the media through which political promises are communicated (e.g., social media, debates, rallies) influence student voters' perceptions?
4. How does their perception affect their decision on who to vote for?
5. What intervention program can be suggested based on the results?
This research is grounded in two key theoretical perspectives:
Advertising Skepticism Theory and the Theory of Reasoned Action. Advertising Skepticism Theory posits that individuals, especially young voters, tend to doubt the truthfulness of political advertisements due to a lack of persuasion knowledge. The Theory of Reasoned Action suggests that an individual's behavior is driven by their intentions, which are shaped by their attitudes and perceived social norms. These frameworks, supported by empirical findings, help explain how college students evaluate campaign promises and how these evaluations, influenced by social media and peer networks, ultimately shape their voting behavior.
METHODOLOGY
Research Design This study utilizes a qualitative research design through Focus Group Discussion (FGD) to explore the shared experiences and perceptions of college student voters regarding political campaign promises. FGDs are particularly effective for examining group norms, social influences, and collective interpretations. Thematic analysis will be employed to analyze the data, which involves identifying, analyzing, and reporting patterns or themes within the qualitative data.
Research Locale The study was conducted in Abuyog, Leyte, a first-class municipality in Eastern Visayas, Philippines, with 63 barangays and a population of approximately 61,000 (PSA, 2020). Abuyog Community College (ACC), located in the municipality of Abuyog, Leyte. This locale was chosen as the research setting due to its distinct student population and its socio-political context. The college's student body is not typically known for organized activism or large-scale political protests, yet individual students possess personal views and opinions on the political landscape. This characteristic makes ACC a fitting environment to investigate the perspectives of non-activist youth on the Philippine election process and political promises.
Research Participants The participants were college student voters from Abuyog Community College who were exposed to political campaigns during the most recent election. A purposive sampling technique was used to select individuals who could provide meaningful insights based on their political engagement. Eligible participants were at least 18 years old, had been eligible to vote in the most recent election, and had encountered campaign materials on various platforms. The study aimed for a total of 6 participants, with the final number determined by data saturation. The participants were divided into three groups of two, representing students from Education, Criminology, and Hospitality Management.
Research Instrument and Validation The primary data collection tool was a semi-structured FGD guide, consisting of open-ended and unbiased questions. The guide was reviewed and validated by an academic professional to ensure its appropriateness, clarity, and relevance to the research objectives.
Ethical Considerations Informed consent was obtained from all participants. The study complied with the Data Privacy Act of 2012 (RA 10173) to protect participants' privacy and personal information. Interviews were conducted in a quiet and confidential setting, and all collected data was treated with strict confidentiality, with names and identifying information replaced with pseudonyms. Audio recordings and digital files were stored securely on a password-protected device, and data will be permanently deleted once the study is complete.
Data Gathering Procedure After obtaining informed consent from participants , the researcher arranged and conducted the interviews face-to-face according to the participants' preference. With participants’ permission, each session was audio-recorded to ensure the accuracy of transcription. The facilitator also took brief notes on group dynamics and non-verbal cues. All recordings were transcribed verbatim, and identifying information was removed to ensure confidentiality.
Data Analysis The data was analyzed using Thematic Analysis. This systematic approach involves identifying, analyzing, and reporting patterns or themes within the qualitative data. The analysis followed a multi-step process: familiarization, initial coding, theme identification, review and refinement, and final naming and definition. Illustrative quotes from participants were included to provide a rich, contextual understanding of the findings.
RESEARCH REFLEXIBILITY
This research was motivated by the shared skepticism of the researchers and college students regarding campaign promises in the context of persistent Philippine political issues like vote-buying and misinformation.
The study's aim was to understand how students assess the credibility of promises, and the findings highlighted a demand for authenticity and transparency. During the analysis, the researchers personally resonated with the students' struggles to distinguish genuine pledges from "empty talk," their challenges with vague plans, and their difficulties navigating social media as both an information source and a platform for fake news.
This close, shared understanding was critical to the study's methodology, informing the use of neutral Focus Group Discussions (FGDs) and a collaborative Thematic Analysis process to minimize bias. Ultimately, the research became a joint effort that led to strong recommendations for voter education programs, ensuring the findings accurately reflected the voices of college student voters.
RESULTS AND DISCUSSION
The findings revealed several important themes concerning how college students perceive political campaigns and promises.
Perception of the Philippine Election Process. Participants generally expressed a feeling of disillusionment with the Philippine election process, highlighting issues such as vote-buying, misinformation, and a perceived lack of fairness. One participant shared, "I just feel sad lang because I see still vote buying, misinformations and lack of fairness so sometimes it feels like (ahmm) our voices don't really get heard, yeah." (I just feel sad because I still see vote buying, misinformation, and a lack of fairness, so sometimes it feels like our voices don't really get heard, yeah.) Another participant added that the election committee is "biased and lacks integrity." This theme aligns with the study of Mongkuo (2025), which focused on political trust and efficacy among college students.
Perceptions of Political Promises. Participants expressed deep skepticism toward promises they perceived as unrealistic or lacking concrete plans. This sentiment reflects the Advertising Skepticism Theory, where a lack of persuasion knowledge leads voters to doubt campaign rhetoric. A participant explained, "So I doubt promises when they're exaggerated or lack of concrete plans like to good to be true sira masyado, damo it pakeme and everything pero kun pa explainon na dre sira maaram kun pano igexplain tun na ira mga pipinanyakan basta meada la sira maishare." (So I doubt promises when they're exaggerated or lack concrete plans, like, 'They're too good to be true.' They have a lot of empty talk... when you ask them to explain, they don't know how to explain what they're saying. They just have something to share.) The participants believe that a candidate's sincerity is more evident through their actions and track record rather than their words.
These findings align with the study of Nelson, Ham, and Haley (2021), which focused on political advertising skepticism among young voters.
Influence of Media on Perceptions. Participants acknowledged the dual nature of social media as both a useful tool for information dissemination and a source of misinformation. One participant noted the prevalence of "misinformations and fake news" on these platforms. This finding aligns with the Theory of Reasoned Action, which acknowledges how social media and peer networks shape attitudes and norms. Despite the pervasive use of social media, some participants expressed a preference for more traditional, direct forms of communication, such as political rallies. A participant reasoned, "Maybe for me, it's a rally because there you will understand the concerns of your fellow villagers... because they can get their problems there. So I prefer rallies because many people will gather there and they will be listened to... because if it's on social media, it's like nothing... it's like it leads to misinformation and misunderstanding." (Maybe for me, it's a rally because there you will understand the concerns of your fellow villagers... because they can get their problems there. So I prefer rallies because many people will gather there and they will be listened to... because if it's on social media, it's like nothing... it's like it leads to misinformation and misunderstanding.)
This theme aligns with the studies of Medviedev (2025) and Bunquin (2025), both of which emphasized the significant role of social media in shaping youth political behavior.
How Perceptions Affect Voting Decisions. Participants indicated that their perceptions of a promise’s credibility significantly influence their voting behavior. The trustworthiness of a promise, as judged by a candidate's character, integrity, and track record, directly impacts their decision. One participant explained, "My perception of a promise means a lot because it tells me if the candidate is sincere... if the promises are realistic and aligned with my values, I take them seriously, but if they're too good to be true, like there's no concrete plan... then I'd rather focus more on the candidate's integrity and track record." (My perception of a promise means a lot because it tells me if the candidate is sincere... if the promises are realistic and aligned with my values, I take them seriously, but if they're too good to be true, like there's no concrete plan... then I'd rather focus more on the candidate's integrity and track record.) This focus on integrity and track record over campaign rhetoric reinforces the idea that college students are increasingly critical voters who prioritize long-term credibility over short-term appeal.
Perception of Critical Thinking and Voter Education. Participants identified a clear need for educational programs that empower students to be more critical and informed voters. One participant suggested that schools should teach students to fact-check and analyze promises rather than blindly accepting them. "Actually, we need programs in schools that teach students how to fact-check and analyze promises and not just accept their values... We still (uhmm) follow a sort of criteria or standard for who to choose... it also helps us practice our critical thinking in terms of choosing who to vote during the election... and media literacy." (Actually, we need programs in schools that teach students how to fact-check and analyze promises and not just accept their values... We still (uhmm) follow a sort of criteria or standard for who to choose... it also helps us practice our critical thinking in terms of choosing who to vote during the election... and media literacy.) These findings were supported by another participant who suggested that raising awareness about issues like vote-buying should be a priority.
These findings align with the study of Bringula et al. (2021), which investigated how critical thinking and digital literacy influence students' susceptibility to political disinformation.
CONCLUSION AND RECOMMENDATIONS
1. The study shows that college student voters are not just passive receivers of political messages; they are a thoughtful and discerning part of the electorate. Their skepticism matches the
2. Advertising Skepticism Theory, which suggests their doubts come from a perceived lack of accountability and their ability to resist manipulation. Their focus on a candidate's track record and specific actions supports the
3. Theory of Reasoned Action, which states that behavior is guided by informed attitudes. The students want voter education and actively seek reliable information, highlighting a growing sense of personal responsibility. They understand that effective voting requires critical thinking, not just accepting a candidate's words. Ultimately, college students seek authenticity, transparency, and a proven ability to keep promises from their leaders.
Recommendations
Based on the findings, the following recommendations are offered to improve youth political engagement:
1. For Educational Institutions and Civic Organizations Develop and Implement Voter Education Programs: Create programs that teach how to fact-check, analyze campaign promises, and identify misinformation.
a. Organize Forums and Debates: Set up platforms for students to discuss political issues, promoting critical thinking and respectful dialogue.
2. For Politicians and Campaign Strategists Prioritize Transparency and Action over Rhetoric: To gain the trust of young voters, candidates should focus on realistic, clear plans and highlight their past achievements. Engage through Authentic Platforms: Join political debates and public forums to show authenticity and competence under pressure.
3. For Students and Young Voters Conduct Personal Research: Take the initiative to investigate a candidate's credentials, track record, and past contributions to make informed choices. Use Fact-Checking Tools: Utilize media literacy tools and fact-checking websites to verify information before forming opinions or sharing content.
4. For Policy Makers and Government Institutions Enhance Electoral Integrity: Implement reforms to tackle issues like vote buying and misinformation that weaken public trust. Promote Media Literacy: Support public campaigns that encourage media literacy and critical thinking for all age groups.
REFERENCESS
Bringula, R. P., Catacutan-Bangit, A. E., Garcia, M. B., Gonzales, J. P. S., & Valderama, A. M. C. (2021). "Who is gullible to political disinformation?”: Predicting susceptibility of university students to fake news. Journal of Information Technology & Politics, 19(2), 165–179. https://doi.org/10.1080/19331681.2021.1945988
Bunquin, J. B. (2025). The effects of social media use and political communication networks on the Filipino youth’s political participation. Up-diliman. https://www.academia.edu/43948452/The_effects_of_social_media_use_and_political_communication_networks_on_the_Filipino_youths_political_participation
Cammaerts, B., Bruter, M., Banaji, S., Harrison, S., & Anstead, N. (2014). Youth participation in democratic life: Stories of hope and disillusion. Palgrave Macmillan. https://books.google.com.ph/books?hl=en&lr=&id=Iux07CCye5QC&oi=fnd&pg=PR17&dq=info:4uco-mamsTIJ:scholar.google.com/&ots=zs2kannExM&sig=-mM3aGos1z4Cf7jxopMAisq6_k8&redir_esc=y#v=onepage&q&f=false
Medviedev, Y. (2025). Impact of social media on political campaigns: Management, strategies, and results. Journal of Information Systems Engineering and Management, 10, 67–75. https://doi.org/10.52783/jisem.v10i7s.781
Nelson, M. R., Ham, C. D., & Haley, E. (2021). What do we know about political advertising? Not much! Political persuasion knowledge and advertising skepticism in the United States. Journal of Current Issues & Research in Advertising, 42(4), 329–353. https://doi.org/10.1080/10641734.2021.1925179
DOI 10.5281/zenodo.17430459
