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 |
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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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| _version_ | 1850172975215542272 |
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| author | Rashed Salem Alhaimer |
| author_facet | Rashed Salem Alhaimer |
| author_sort | Rashed Salem Alhaimer |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-4e636c17e0204714937575101c910f3f |
| institution | OA Journals |
| issn | 2662-9992 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Humanities & Social Sciences Communications |
| spelling | doaj-art-4e636c17e0204714937575101c910f3f2025-08-20T02:19:57ZengSpringer NatureHumanities & Social Sciences Communications2662-99922023-12-0110111210.1057/s41599-023-02420-4Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in KuwaitRashed Salem Alhaimer0Arab Open University – Kuwait BranchAbstract 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.https://doi.org/10.1057/s41599-023-02420-4 |
| spellingShingle | Rashed Salem Alhaimer Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait Humanities & Social Sciences Communications |
| title | Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait |
| title_full | Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait |
| title_fullStr | Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait |
| title_full_unstemmed | Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait |
| title_short | Unveiling the digital persona image: the influence of social media on political candidates’ brand personality and voter behaviour in Kuwait |
| title_sort | unveiling the digital persona image the influence of social media on political candidates brand personality and voter behaviour in kuwait |
| url | https://doi.org/10.1057/s41599-023-02420-4 |
| work_keys_str_mv | AT rashedsalemalhaimer unveilingthedigitalpersonaimagetheinfluenceofsocialmediaonpoliticalcandidatesbrandpersonalityandvoterbehaviourinkuwait |