Social networking significantly impacts political as well as social life on a global
scale. While there exists considerable research on the use of social networks in
marketing, conspicuously absent is research that addresses the impact of social
networking on behavior and political change. After an extensive literature
review of psychological theories and models, this paper presents a framework
that proposes the prerequisites required for behavior and political change
(World Bank 2006), and relates users’ social networking perceptions to attitudes
towards change, intention to change, and actual behavior. The article concludes
with future research propositions to test the framework and political implications.