Abstract
Following the conclusion of Indonesia’s 2024 presidential election, social media’s role as a crucial tool in political marketing has become even clearer. With Indonesia’s vast online population, particularly Millennials and Gen Z, who comprised over half of the electorate, social media platform especially Instagram served as essential channel for candidate engagement and voter influence. This study investigates how presidential and vice-presidential candidates utilized this platform to shape political branding and connect with diverse demographics. Applying a framework focused on emotional, experiential, and personal branding, this research examines the effectiveness of each candidate’s digital strategies in cultivating voter loyalty and engagement. Analysis of post-engagement metrics reveals that candidates who leveraged emotional appeal, interactive experiences, and relatable storytelling saw the highest levels of engagement, which likely contributed to their influence on younger, digitally-active voters. The findings offer insights into the role of social media in the final outcomes of the 2024 election, demonstrating how digital communication strategies shaped voter perceptions and reinforced political identities. This study contributes to the field of political social media marketing by highlighting social media’s expanded role in electoral influence within Indonesia’s digital era.
Author Information
Nadia Wasta Utami, Universitas Islam Indonesia, Indonesia
Hangga Fathana, Universitas Islam Indonesia, Indonesia
Paper Information
Conference: KAMC2024
Stream: Communication
This paper is part of the KAMC2024 Conference Proceedings (View)
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To cite this article:
Utami N., & Fathana H. (2024) Social Media Dynamics in Indonesian Politics: Social Media Political Marketing and Branding in the 2024 Presidential Elections ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2024: Official Conference Proceedings (pp. 287-303) https://doi.org/10.22492/issn.2436-0503.2024.27
To link to this article: https://doi.org/10.22492/issn.2436-0503.2024.27
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