Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait

Rashed Salem Alhaimer ()
Additional contact information
Rashed Salem Alhaimer: Arab Open University – Kuwait Branch

Palgrave Communications, 2023, vol. 10, issue 1, 1-12

Abstract: Abstract The research paper examined the interplay between social media, brand personality, and voter behaviour in Kuwait’s unique political environment. The study applied the Aaker model of brand personality to investigate how social media shapes the brand personality of political candidates, how voters perceive this brand personality, and the impact it has on their behaviour. Further, it explored the role of tribal and religious affiliations in shaping the perceived brand personality of candidates and their implications for election campaign strategies. Through a quantitative research design, data was collected from 363 Kuwaiti voters using a structured questionnaire. The findings revealed the significant influence of social media on voter behaviour, as well as the relevance of the Aaker model in the political context of Kuwait. The study uncovered the connection between voter demographics and preferences, highlighting the impact of socio-cultural factors on voter behaviour. The implications drawn from these findings provide valuable insights for election campaign strategies in Kuwait’s digitalised political environment.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41599-023-02420-4 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-02420-4

Ordering information: This journal article can be ordered from
https://www.nature.com/palcomms/about

DOI: 10.1057/s41599-023-02420-4

Access Statistics for this article

More articles in Palgrave Communications from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().