This research paper investigates the interplay between social media, brand personality, and voter behavior in Kuwait's political landscape. Using Aaker's brand personality model, the study examines how social media shapes candidates' brand personalities, voter perceptions of these personalities, and the impact on voting behavior. A quantitative study of 363 Kuwaiti voters reveals significant social media influence and the relevance of the Aaker model in the Kuwaiti context, highlighting the connection between voter demographics and preferences and the impact of socio-cultural factors.
Publisher
Humanities and Social Sciences Communications
Published On
Dec 19, 2023
Authors
Rashed Salem Alhaimer
Tags
Social Media
Brand Personality
Voter Behavior
Kuwait
Aaker's Model
Political Landscape
Socio-cultural Factors
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