Review paper
Drivers and outcomes of political candidate image creation: The role of social media marketing
Abstract
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...
Paper Details
Title
Drivers and outcomes of political candidate image creation: The role of social media marketing
Published Date
Sep 30, 2019
Journal
Volume
36
Issue
12
Pages
1226 - 1236
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