Abstract
AbstractThe 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.
Publisher
Springer Science and Business Media LLC
Subject
General Economics, Econometrics and Finance,General Psychology,General Social Sciences,General Arts and Humanities,General Business, Management and Accounting
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