Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention

The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in...

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Hlavní autoři: Linda Fitriani, Jono M Munandar, Ujang Sumarwan
Médium: Artigo
Jazyk:Inglês
Vydáno: Universitas Gadjah Mada 2021-10-01
Edice:JSP: Jurnal Ilmu Sosial dan Ilmu Politik
Témata:
electronic word of mouth
candidate brand building
voting intention
On-line přístup:https://jurnal.ugm.ac.id/jsp/article/view/63986
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