The Impact of Social Media Campaign and Personal Branding on Electability: Case Study of Regional Head Elections in West Sumatera
- 10.2991/aebmr.k.220702.023How to use a DOI?
- Social Media; Personal Branding; Elect
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.
- © 2022 The Authors. Published by Atlantis Press International B.V.
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Cite this article
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 -