Presidential Candidates' Popularity and Voter Loyalty in the Age of Social Media

Abstract

Several studies have attempted to answer questions related to political popularity and loyalty. However, limited attention was given to examine the degree at which the use of social media drives presidential candidates’ capability to build quality political proposals, innovate, and lead people. The purpose of this paper is twofold: first, to examine the relationship between specific political capabilities on social media; and to determine the impact of social media on a presidential candidate’s popularity and voter/citizen loyalty. To accomplish this, the authors examine the ability to "Build" quality proposals, the ability to “Innovate,” and the ability to “Lead” people and the relationship of each one with social media. In addition, the study examines the relationship between “Social Media” and political “Popularity and Citizen Loyalty.” Data was collected from 160 Cypriot citizens, aged 18 or over. Using the resource-based view tool (RBV) together with correlation analysis, the results show that a presidential candidate’s ability to “Lead” and “Innovate” has a statistically significant strong positive impact on social media. In turn, the use of social media has a statistically significant strong positive effect on a presidential candidate’s popularity and citizen loyalty. Finally, the researchers draw conclusions and implications for scholars, presidential candidates, and politicians, and offer recommendations for academic future research.