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

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  • Rashed Salem Alhaimer

    (Arab Open University – Kuwait Branch)

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.

Suggested Citation

  • Rashed Salem Alhaimer, 2023. "Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    • Handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-02420-4
    DOI: 10.1057/s41599-023-02420-4
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    References listed on IDEAS

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    1. Michel, Géraldine & Stathopoulou, Anastasia & Valette-Florence, Pierre, 2022. "Luxury is still alive and well: A spotlight on its multifaceted components," Journal of Business Research, Elsevier, vol. 153(C), pages 276-284.
    2. William Black & Barry J. Babin, 2019. "Multivariate Data Analysis: Its Approach, Evolution, and Impact," Springer Books, in: Barry J. Babin & Marko Sarstedt (ed.), The Great Facilitator, pages 121-130, Springer.
    3. Géraldine Michel & Anastasia Stathopoulou & Pierre Valette-Florence, 2022. "Luxury is still alive and well: A spotlight on its multifaceted components," Post-Print hal-03777168, HAL.
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