Qualitative analysis reveals how personal political branding influences public perception in local elections, suggesting new strategies for digital engagement.
Key Points
Personal political branding significantly influences public perception of candidates, enhancing their electability.
Findings indicate that strategies focusing on visual performativity and emotional intimacy yield a largely neutral public sentiment.
The study employs a qualitative-descriptive approach, utilizing sentiment analysis on social media engagements to gauge public responses.
Results highlight the need for coherent narrative policies in political branding to improve democratic engagement and literacy.