The Influence of Social Media Marketing on Voting Intention in Indonesia

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.