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Candidate Image in Voters' Minds and Political Participation on Social Media in March 31, 2024 Local Elections: The Mediating Role of Political Interest

31 Mart 2024 Yerel Seçimlerinde Seçmenin Zihnindeki Aday İmajı ve Sosyal Medyada Politik Katılımı: Politik İlginin Aracılık Rolü

Şükrü Balcı(SELÇUK ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ)0000-0002-0477-0622
Aybüke Koçar(SELÇUK ÜNİVERSİTESİ, SOSYAL BİLİMLER ENSTİTÜSÜ, GAZETECİLİK (YL) (TEZLİ))0009-0006-8498-6832
Melike Balcı(SELÇUK ÜNİVERSİTESİ, SOSYAL BİLİMLER ENSTİTÜSÜ, GAZETECİLİK (YL) (TEZLİ))0009-0000-7002-7418
Nazlı Yolbakan(SELÇUK ÜNİVERSİTESİ, SOSYAL BİLİMLER ENSTİTÜSÜ, GAZETECİLİK (YL) (TEZLİ))0009-0005-0752-8179
Pages
402–420
Publication Date
2025-11-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Political interest has a significant positive effect on political engagement on social media and mediates the relationship between perception of candidate image and political engagement on social media.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines the effect of candidate image perception on political participation on social media and the mediating role of political interest in this process.
📊
Key Findings & Data:In this quantitative study, data for the analysis were collected from 400 volunteer voters in the center of Konya by face-to-face survey technique.
💡
Conclusion & Impact:Political interest has a significant positive effect on political engagement on social media and mediates the relationship between perception of candidate image and political engagement on social media.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Aday İmajı · Politik İlgi · Sosyal Medya

Abstract

This study examines the effect of candidate image perception on political participation on social media and the mediating role of political interest in this process. In this quantitative study, data for the analysis were collected from 400 volunteer voters in the center of Konya by face-to-face survey technique. As a result of the analysis, it was determined that voters' party loyalty and interest in political campaigns and issues were at a moderate level. On the other hand, voters' level of interest in national problems is strong. There is a significant positive effect of candidate image perception on political participation in social media during the local election period. The positive effect of candidate image perception on political interest is revealed by this research. In other words, as the value of the candidate's personal characteristics, party and ideology, social interaction and media use increases in the minds of voters, there is an increase in the level of political interest. Political interest has a significant positive effect on political engagement on social media and mediates the relationship between perception of candidate image and political engagement on social media.

Özet

Bu araştırmada aday imajı algısının sosyal medyada politik katılım üzerindeki etkisi ve bu süreçte politik ilginin aracılık rolü mercek altına alınmaktadır. Nicel araştırma yönteminin kullanıldığı çalışmada analiz için veriler, Konya merkezdeki 400 gönüllü seçmenden yüz yüze anket tekniğiyle toplanmıştır. Yapılan analizler sonucunda seçmenlerin parti bağlılığı ile politik kampanya ve konulara ilgisinin orta düzeyde olduğu belirlenmiştir. Bunun yanında seçmenlerin ülke sorunlarına ilgi düzeyleri ise güçlüdür. Aday imajı algısının, yerel seçim döneminde sosyal medyada politik katılım üzerinde pozitif yönlü anlamlı etkisi söz konusudur. Aday imajı algısının politik ilgi üzerindeki pozitif etkisi, bu araştırma ile ortaya konulmuştur. Diğer bir ifadeyle seçmenin zihninde adayın kişisel özellikleri, parti ve ideoloji, sosyal etkileşimi ile medya kullanımına ilişkin değer arttıkça, politik ilgi düzeyinde de bir artış yaşanmaktadır. Politik ilgi, sosyal medyada politik katılımı pozitif yönde anlamlı bir şekilde etkilediği gibi; aday imajı algısı ile sosyal medyadaki politik katılım arasındaki ilişkiye aracılık etmektedir.

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Cite This Article

Balcı, Ş., Koçar, A., Balcı, M., Yolbakan, N. (2025). Candidate Image in Voters' Minds and Political Participation on Social Media in March 31, 2024 Local Elections: The Mediating Role of Political Interest. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, Cilt: 28 Sayı: 2, 402–420. https://doi.org/10.29249/selcuksbmyd.1635186

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