Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention
The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Gadjah Mada
2021-10-01
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| Series: | JSP: Jurnal Ilmu Sosial dan Ilmu Politik |
| Subjects: | |
| Online Access: | https://jurnal.ugm.ac.id/jsp/article/view/63986 |