IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v10y2023i1d10.1057_s41599-023-02420-4.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-023-02420-4
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-023-02420-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lee, Zoe & Faridah Syed Alwi, Sharifah & Gambetti, Rossella, 2024. "The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding," Journal of Business Research, Elsevier, vol. 181(C).
    2. Al-Shaer, Habiba & Uyar, Ali & Kuzey, Cemil & Karaman, Abdullah S., 2023. "Do shareholders punish or reward excessive CSR engagement? Moderating effect of cash flow and firm growth," International Review of Financial Analysis, Elsevier, vol. 88(C).
    3. Khalil Nimer & Muath Abdelqader & Cemil Kuzey & Ali Uyar, 2024. "Emission targeting and carbon emissions: The moderating effect of female directors," Business Strategy and the Environment, Wiley Blackwell, vol. 33(4), pages 3480-3504, May.
    4. Nascimento, Lígia & Correia, Manuela Faia & Califf, Christopher B., 2024. "Towards a bright side of technostress in higher education teachers: Identifying several antecedents and outcomes of techno-eustress," Technology in Society, Elsevier, vol. 76(C).
    5. Qiu, Lili & Olaru, Doina & Purchase, Sharon, 2024. "Fostering strategic synergy: Empirical insights on aligning innovation activities with competitive strategies," Technological Forecasting and Social Change, Elsevier, vol. 208(C).
    6. Cobelli, Nicola & Cassia, Fabio & Donvito, Raffaele, 2023. "Pharmacists' attitudes and intention to adopt telemedicine: Integrating the market-orientation paradigm and the UTAUT," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    7. Iversen, Endre Kildal & Dugstad, Anders, 2024. "Spatial dimensions in stated preference valuation: The role of place attachment," Land Use Policy, Elsevier, vol. 136(C).
    8. Zhen Zhang, 2024. "Exploring the green edge: the role of market orientation and knowledge management in achieving competitive advantage through creativity," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.
    9. Suen, Hung-Yue & Hung, Kuo-En, 2024. "Revealing the influence of AI and its interfaces on job candidates' honest and deceptive impression management in asynchronous video interviews," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    10. Lavan, Thusyanthy & Martin, Brett A.S. & Lim, Weng Marc & Hollebeek, Linda D., 2024. "Social isolation and risk-taking behavior: The case of COVID-19 and cryptocurrency," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    11. Kareem M. Selem & Muhammad Haroon Shoukat & Syed Asim Shah & Marianny Jessica Brito Silva, 2023. "The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    12. Ali Uyar & Mehmet Ali Koseoglu & Cemil Kuzey & Abdullah S Karaman, 2023. "Does firm strategy influence corporate social responsibility and firm performance? Evidence from the tourism industry," Tourism Economics, , vol. 29(5), pages 1272-1301, August.
    13. Vieira, Kelmara Mendes & Matheis, Taiane Keila & Potrich, Ani Caroline Grigion & Puhle, Mayara de Carvalho & Bressan, Aureliano Angel & Klein, Leander Luiz, 2024. "Financial Freedom Perception Scale (FFPS): Construction and validation," Journal of Behavioral and Experimental Finance, Elsevier, vol. 41(C).
    14. Woo, Hongjoo & Shin, Daeun Chloe & Kim, Naeun Lauren & Tong, Zhenghao & Kwon, Soyon, 2024. "Can sharing with others whom consumers Can't see increase their sense of community? An examination of social presence on sharing platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    15. Syed Hassan Raza & Umer Zaman & Paulo Ferreira & Pablo Farías, 2021. "An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction," IJERPH, MDPI, vol. 18(10), pages 1-24, May.
    16. Dung Ngo, Vi & Leonidou, Leonidas C. & Janssen, Frank & Christodoulides, Paul, 2024. "Export-specific investments, competitive advantage, and performance in Vietnamese SMEs: The moderating role of domestic market conditions," Journal of Business Research, Elsevier, vol. 170(C).
    17. Wong, Gai-Zhe & Wong, Kok-Hoe & Lau, Teck-Chai & Lee, Jun-Han & Kok, Yin-Hui, 2024. "Study of intention to use renewable energy technology in Malaysia using TAM and TPB," Renewable Energy, Elsevier, vol. 221(C).
    18. Lee, Guijin & Hicks, Danielle L. & Kedia, Satish & Regmi, Sanjaya & Mou, Xichen, 2024. "Mental health problems, substance use, and perceived risk as pathways to current cannabis use among high school seniors in the United States," Children and Youth Services Review, Elsevier, vol. 158(C).
    19. Tamás Mizik & Lajos Nagy & Zoltán Gabnai & Attila Bai, 2020. "The Major Driving Forces of the EU and US Ethanol Markets with Special Attention Paid to the COVID-19 Pandemic," Energies, MDPI, vol. 13(21), pages 1-22, October.
    20. Henry Ataburo & Getrude Effah Ampong & Dominic Essuman, 2024. "Developing operational resilience to navigate transportation disruptions: the role and boundaries of efficiency priority," Annals of Operations Research, Springer, vol. 340(2), pages 723-755, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-02420-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.