The Impact of Political Imagery on Voter Preferences: The Mediating Role of Positioning in the Digital Era
Year: 2025
Type: article
Study design: Observational Study
Abstract: Objective: This study aims to analyze the impact of political branding on voter preferences in the 2024 Simultaneous Regional Head Election in Riau Islands Province. Specifically, it investigates the mediating role of positioning and the moderating influence of local political issues. Theoretical Framework: This research used political marketing and branding theory to examine how candidates' image construction and strategic messaging influence voter behavior in a competitive electoral environment. Methods: A quantitative, explanatory research design was employed. Data were collected through surveys from 349 respondents selected using purposive sampling. The analysis used Partial Least Squares Structural Equation Modelling (PLS-SEM) with WarpPLS 8.0. Results and Discussion: The findings reveal that political branding, directly and indirectly, affects voter preferences through positioning, which serves as a mediating variable. Furthermore, local political issues were found to moderate the relationship between political branding and voter preferences, amplifying its effect. These results emphasize the strategic importance of aligning political branding efforts with voters’ localized concerns. Research Implications: The study offers practical insights for political candidates and campaign teams, highlighting the necessity of authentic political branding, clear positioning strategies, and integrating local political issues to increase electability. Originality/Value: This research contributes to the political communication literature by empirically validating a model that integrates branding, positioning, and contextual political issues in shaping voter behavior approach particularly relevant in the dynamic setting of Indonesian regional elections.
Authors: Kasirul Fadli, Johannes, Sry Rosita, Dahmiri
Language: English
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410138496