Content is king
The role of social media content creators in building political brands
Datos Bibliográficos
| ID | 21498058 |
|---|---|
| Autores | Eagan Kemp (0000-0002-9690-0120, Government Medical College, autor de correspondencia), Elyria Kemp (University of New Orleans), Nwamaka A Anaza (College of Business and Analytics, Southern Illinois University), Steven W Kopp (Sam M. Walton College of Business, University of Arkansas), Evelyn Kemp (Indiana Youth and Government, Arthur Jordan YMCA), Evelyn C Kemp (Government Medical College, autor de correspondencia) |
| Año | 2026 |
| Páginas | 1-30 |
| Fecha de publicación | 2026-01-29 |
| Open Access | No |
| Tipo | ARTICLE |
| Revista | International Journal of Advertising (JOURNAL) |
| Identificadores de la revista | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Editorial | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2026.2619287 |
| OpenAlex | W7126100362 |
| Idioma | EN |
| Referencias citadas | 84 |
This research highlights the appeal of social media for political brands by demonstrating how content creators engage audiences authentically while enhancing brand experiences. Drawing on experience economy theory, this research proposes a framework in which authenticity and brand experience act as mutually reinforcing mechanisms that link social-media content appeals to consumer engagement. In-depth interviews were conducted with social media content creators who developed and shared information about political candidates during the 2024 Presidential Election. Key themes included the utility of social media for information dissemination and its role in establishing authenticity for political candidates. Findings also show that social media functions as a new form of political advertising by enriching the brand experience to heighten attention, foster emotional connections, build a sense of community, and motivate action. By integrating authenticity and brand-experience, this research demonstrates how social media supports the creation of authentic and impactful political brand experiences
Content analysis · Media content · Politics · Social media · User-generated content · Media Influence and Politics · Media Studies and Communication · Social Media and Politics
The disaster of misinformation
Brand authenticity
Development of a Scale to Measure Consumer Skepticism Toward Advertising
An integrative review of sensory marketing
Teaching Old Brands New Tricks
Brand Experience
Understanding Echo Chambers and Filter Bubbles
Projecting Authenticity Through Advertising
Brand Love
Virtual reality advertising with brand experiences
The effect of non-celebrity influencers’ perceived authenticity on social media advertising outcomes
Music to the ears
Examining the impact of joint brand advertising on perceived destination brand authenticity
Exploring the effectiveness of digital manipulation disclosures for Instagram posts on source credibility and authenticity of social media influencers
UGC attributes and effects
Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism
Keeping up with influencers
Acting real
Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity
Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty
Sustainable fashion social media influencers and content creation calibration
From Purchasing Exposure to Fostering Engagement
Can an Awareness Campaign Boost the Effectiveness of Influencer Marketing Disclosures in YouTube Videos
On Political Brands
Political Authenticity
Branding politics
Engagement with candidate posts on Twitter, Instagram, and Facebook during the 2019 election
Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings
Social Network Sites
The Experiential Aspects of Consumption
| Altamente citado | No |
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