Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait
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 v...
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2023-12-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-023-02420-4 |
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