Abstract
This study investigates relationship between voting behaviour and communication channels during General Elections 2013 in Punjab, Pakistan. The research method was longitudinal survey panel (n=1704) in two time periods i.e. pre-and-post election. The multi-stage cluster sample was scattered to three parts of Punjab province i.e. upper, central and southern, all 10 divisions, 18 districts and 25 national assembly constituencies. Direct logistic regression was performed to assess the impact of various channels of communication after compressing data through factor analysis. The study revealed that interpersonal communication (IPC) was the most powerful tool to impact the voters’ decisions, electronic media (EM) second important while print media remained unable to significantly impact voters.