Live Streaming, Personal Branding and Political Communication: Gen Z's Active Participation in the 2024 Indonesian presidential election

Abstract

This study aims to examine the influence of live streaming in social media, personal branding and political communication of presidential candidates on Gen Z involvement in the 2024 elections of the Republic of Indonesia. The research uses a post positivism world view with a quantitative descriptive approach. This research involved 131 respondents from Gen Z who were selected purposively. The research data was collected using questionnaires distributed through WhatsApp, Facebook and Instagram. The research data were analyzed with structural equation model (SEM) statistics with the help of WarpPLS 8.0 software. The results of this study indicate that live streaming in social media, personal branding and political communication have a significant effect on Gen Z involvement in the 2024 presidential election of the Republic of Indonesia. Thus the results of this study can be concluded that Gen Z's involvement in elections in Indonesia is due to exposure to political communication in live streaming social media and personal branding of candidates in attracting the interest of the younger generation. Therefore, one of the approaches for a presidential candidate to get Gen Z sympathy is to use social media optimally. Although this research still has limitations, which only involves respondents from among students in a small scope, so that future researchers can develop in a broad research context and many respondents.