Abstract
Purpose: The present research aims to describe the impact of social media marketing (SMM) on voting intention (VI) and the mediating effect of electronic word-of-mouth (eWOM), Candidate’s image (CI), and religious beliefs (RB) in Indonesia.
Methodology: This research applies Structural Equation Modeling (SEM) and bootstrapping methods to examine the study’s data. It is hypothesized that SMM, eWOM, CI, and RB have a significant positive effect on VI.
Findings: The result shows that eWOM, CI, and RB partially mediate the relationship between SMM and VI.
Contribution: This research affords better comprehension of the critical issues influencing Indonesian voters to vote for any candidate or party that SMM influences.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1 World population review, https://worldpopulationreview.com/country-rankings/muslim-majority-countries
2 World population review, https://worldpopulationreview.com/country-rankings/muslim-majority-countries