Kuwait presents a unique political context within the Middle East, characterized by a hereditary emirate interacting with evolving democratic norms and the modernizing influence of social media. Traditional factors like tribal and religious affiliations, socio-economic status, and gender shape political affiliations, but social media has fundamentally altered the electoral landscape. This study uses Aaker's (1997) brand personality model to understand how social media shapes candidates' 'brand personalities'—the human characteristics associated with them—and how voters perceive and respond to these personalities. Previous research highlights social media's impact on Kuwaiti elections (Al-Dahhal, 2018), the influence of tribal loyalties (Al-Anzi, 2019), and the potential for online persona discrepancies to erode trust (Alhussein, 2023). This study aims to apply Aaker's model to explore the role of social media in shaping candidates' brand personalities, how voters perceive these personalities, their impact on voter behavior, the interplay between brand origins, religious affiliations, and perceived brand personality, and ultimately, to offer insights for election campaign strategies in Kuwait's digitalized environment. The existing literature lacks a comprehensive understanding of how social media and brand personality influence voter behavior in Kuwait, particularly concerning the role of tribal and religious affiliations. The 2020 Kuwaiti parliamentary elections demonstrated the extensive use of social media by candidates projecting diverse brand personalities, yet a deeper understanding of voter perception and the electoral outcome is needed.

This literature review examines three interconnected domains: social media's role in political campaigning, the application of brand personality concepts to political candidates, and voter behavior in Kuwait. Concerning social media, the review explores its use in Kuwaiti elections (Al-Musawi, 2021), its role in cultivating candidates' brand personalities, and its influence on voter behavior. Aaker's (1997) model of brand personality is examined, along with its potential applications in the political sphere, especially in societies with strong tribal and religious affiliations (Abu Sulaib, 2023). The review also explores the complexities of voter behavior in Kuwait, including the influence of tribal and religious affiliations (Abu Sulaib, 2023) and the need to understand the impact of social media brand personality on voting decisions. The review critically examines these domains and their interconnections to provide a robust theoretical basis for the empirical investigation.

This study employed a quantitative research design. The population consisted of all Kuwaiti voters, and a sample of 363 Kuwaiti voters was selected using simple random sampling to minimize bias and ensure generalizability. Data was collected using a structured questionnaire. Data analysis involved data cleaning using SPSS, followed by descriptive statistics (mean, median, mode, standard deviation, variance, frequency distributions) to characterize the voter profile. Inferential statistics, specifically multiple regression analysis, was used to test hypotheses and explore the relationships between the dependent variable (voter choice) and independent variables (aspects of brand personality based on Aaker's model). Factor analysis was also used to determine the underlying dimensions of attributes associated with political candidates on social media. The questionnaire included questions about voter demographics (gender, age, education, occupation, electoral district), social media usage, and their assessment of various personality traits of political candidates, applying Aaker's five dimensions (sincerity, excitement, competence, sophistication, ruggedness) as a framework.

Demographic data showed a skew towards male (71.9%) and 25-44 age group (64.46%) respondents, with a high proportion holding bachelor's (53.17%) or postgraduate degrees (29.29%). 63.64% of respondents used social media for political information. Voter characteristics revealed strong preferences for realism (66.7%), honesty (63.1%), competence (69.4%), and reliability (70.5%). Positivity (48.7%), imagination (34.4%), and toughness (29.2%) received mixed responses. Voters highly valued intelligence (76.5%), success (71.6%), and a candidate representing all citizens (79.1%). Preferences for candidates from their tribe/clan/family (14.4%) or religious denomination (30.3%) were significantly lower. Multiple regression analysis explored the relationships between these attributes and voter choice, revealing that attributes aligning with Aaker's Sincerity and Competence dimensions (e.g., respectful and professional-looking) strongly influenced voter preferences. The Excitement dimension was also influential, with voters preferring candidates who are perceived as modern and up-to-date. The Ruggedness dimension showed less influence. The study revealed that while voters shared preferences across demographic groups, there were subtle differences based on age and gender, with younger voters preferring excitement and older voters prioritizing competence and sincerity, and men favoring candidates with a strong online presence.

The findings demonstrate social media's significant influence on voter behavior in Kuwait, with Twitter as the dominant platform. The application of Aaker's model effectively identified key brand personality traits influencing voter choices. The strong preference for sincerity and competence aligns with the model's framework and previous research emphasizing trustworthiness and expertise in political contexts. The study also highlights the importance of cultural sensitivity when applying Western-developed models to unique cultural contexts like Kuwait. The varying preferences based on age and gender underscore the importance of targeted communication strategies. The findings offer valuable insights for designing effective election campaigns in Kuwait and similar contexts. The research demonstrates the importance of a multi-platform approach to campaign communication, targeting different demographic segments based on their respective preferences.

This study contributes to both academic and practical understanding of voter behavior in Kuwait. It extends the application of Aaker's brand personality model to political science, demonstrating its usefulness in analyzing voter preferences. The study highlights the significant role of social media in shaping political discourse and influencing voting decisions. The findings provide valuable insights for political campaigns to tailor their messaging and branding strategies to resonate with specific demographic groups. Future research could explore the long-term impact of social media on voter attitudes and behavior and investigate the specific nuances of brand personality in different cultural settings.

The study's reliance on self-reported data from a specific sample of Kuwaiti voters limits its generalizability to the broader population. The cross-sectional nature of the data limits the ability to draw causal inferences about the relationship between social media usage and voting behavior. Future research could address these limitations through longitudinal studies and larger, more diverse samples.