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Drivers and outcomes of political candidate image creation: The role of social media marketing
University of Leeds, Leeds, UK.ORCID iD: 0000-0003-1771-8898
Dyson Ltd, Malmesbury, Wilts, England.
Södertörn University, School of Social Sciences, Business Studies.
2019 (English)In: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 36, no 12, p. 1226-1236Article in journal (Refereed) Published
Abstract [en]

The study examines the role of social media marketing (SMM) activities and the influence of perceived candidate image in building voter-candidate relationship equity within the context of United Kingdom (UK) politics. Drawing from branding literature and social identity theory the article further investigates the role of candidate image as a mediator between SMM and voter-candidate relationship equity, whilst also testing the moderating effect of political ideologies. Survey results from 235 young UK voters indicate that while all SMM activities appears to positively influence the perceived candidate image, not all SMM variables directly relate to relationship equity. The relationship rather appears to be an indirect one, mediated through the political candidate's image. Surprisingly, political ideology also does not appear to moderate the connection between candidate image and voter-candidate relationship equity. The study findings highlight the growing importance of SMM activities and candidate image in political contexts, providing insights for political campaigners.

Place, publisher, year, edition, pages
John Wiley & Sons, 2019. Vol. 36, no 12, p. 1226-1236
Keywords [en]
candidate image, political marketing, relationship equity, social media marketing, United Kingdom
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-39278DOI: 10.1002/mar.21271ISI: 000489438800001Scopus ID: 2-s2.0-85073970358OAI: oai:DiVA.org:sh-39278DiVA, id: diva2:1367003
Available from: 2019-10-31 Created: 2019-10-31 Last updated: 2019-11-04Bibliographically approved

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Oghazi, Pejvak

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf