Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)

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The Impact of Social Media Campaign and Personal Branding on Electability: Case Study of Regional Head Elections in West Sumatera

Authors
Peba Rasaki Syafrizal1, *, Yunia Wardi2
1,2Management Department, Faculty of Economics, Universitas Negeri Padang
*Coresponding author. Email: Pebarasaki@gmail.com
Corresponding Author
Peba Rasaki Syafrizal
Available Online 21 July 2022.
DOI
10.2991/aebmr.k.220702.023How to use a DOI?
Keywords
Social Media; Personal Branding; Elect
Abstract

An effective campaign in introducing an image so that it can build the electability of governor candidates according to regulations is to use social media, because social media has no distance and time limits, then costs are relatively cheap and access can be reached by all levels of society. This study aims to analyze the influence of social media Facebook, Instagram, Twitter and Youtube on electability mediated by personal branding. This research was conducted in the city of Padang, West Sumatera with 207 respondents. Data analysis using applications SmartPLS 3.0. The results of this study indicate that there is a significant effect of social media and personal branding on electability, but Instagram and YouTube have no significant effect on personal branding.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
21 July 2022
ISBN
10.2991/aebmr.k.220702.023
ISSN
2352-5428
DOI
10.2991/aebmr.k.220702.023How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Peba Rasaki Syafrizal
AU  - Yunia Wardi
PY  - 2022
DA  - 2022/07/21
TI  - The Impact of Social Media Campaign and Personal Branding on Electability: Case Study of Regional Head Elections in West Sumatera
BT  - Proceedings of the Eighth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA-8 2021)
PB  - Atlantis Press
SP  - 152
EP  - 158
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220702.023
DO  - 10.2991/aebmr.k.220702.023
ID  - Syafrizal2022
ER  -