Exploring Political Branding Elements on TikTok and Its Influence on Malaysian Youth Voter Preferences

Ong, Vivian Yu Hui (2024) Exploring Political Branding Elements on TikTok and Its Influence on Malaysian Youth Voter Preferences. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research investigates the relationship of political branding elements with voter preferences among Malaysian youth TikTok users, focusing on six core elements which are awareness, party campaigns, brand trust, leader’s image, party brand image, and brand association. This study used a quantitative research methodology by distributing a structured questionnaire to TikTok users aged 18-30. The findings are intended to help political parties understand how TikTok can be utilized to develop campaign strategies and engage voters. This research helps fill the gap in understanding the role of political branding in Malaysia, where social media plays a growing role in political communication. The scope of the research was limited to Malaysian youth aged 18-30 who actively use TikTok, making them the key demographic of interest. Findings reveal that in the Malaysian context, leader image, party brand image, and political campaigns converge into a single construct, while only four elements significantly impact voter preference. Ethnicity plays a crucial role, with significant differences in voter preferences among ethnic groups, highlighting Malaysia's diverse socio-political dynamics. Contrary to prior studies, engagement with political content on TikTok showed no significant impact, underscoring the importance of content relevance over interaction levels. This research refines existing theoretical frameworks and provides actionable insights for crafting culturally inclusive political campaigns. These findings can guide political parties in improving their engagement with voters and refining their communication strategies, making political branding a critical component of electoral success in the digital age. Therefore by exploring the relationship between political branding and voter preferences, this study provides valuable insights into modern political communication on TikTok.