RELATIONAL SYNERGY IN INDONESIAN POLITICAL CAMPAIGNS
DOI:
https://doi.org/10.18623/rvd.v22.n2.3305Palavras-chave:
Personal Branding, Political Communication, Voter Behavior, Societal Relations, Electoral StrategyResumo
Este estudo investiga como o personal branding e a comunicação política moldam o comportamento eleitoral, examinando as relações sociais como fator moderador nas eleições legislativas de 2024 na cidade de Jambi, Indonésia. Os objetivos são avaliar os efeitos diretos do personal branding e da comunicação política sobre o comportamento eleitoral e testar se as relações sociais reforçam esses efeitos. Com um desenho quantitativo de campo, foram inquiridos 400 eleitores registados por meio de questionários estruturados, e os dados foram analisados com Modelagem de Equações Estruturais por Mínimos Quadrados Parciais (PLS-SEM). Os resultados mostram que tanto o personal branding quanto a comunicação política influenciam positiva e significativamente o comportamento dos eleitores, e que as relações sociais amplificam de forma significativa essas relações. Esses achados indicam que as escolhas eleitorais refletem não apenas atributos dos candidatos e estratégias de mensagem, mas também confiança relacional e envolvimento comunitário. Teoricamente, o estudo avança um modelo de sinergia relacional que integra branding e comunicação em nível individual com dinâmicas comunitárias. Na prática, destaca a importância de combinar branding autêntico, comunicação contextualizada e laços comunitários sustentados para aumentar a eficácia eleitoral e fortalecer a confiança democrática.
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