Political Science

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

R. S. Alhaimer

This research paper by Rashed Salem Alhaimer delves into how social media influences brand personality and voter behavior within Kuwait's political landscape. Utilizing Aaker's model, the study uncovers the significant impact of social media on voter perceptions and preferences, revealing the interplay of socio-cultural factors in shaping electoral choices.

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Playback language: English

Index

Abstract

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

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