Navigating political influence: the mediating role of ISA engagement between political influencers and attitude towards voting behaviour amongst first-time voters

Purpose In the era of social media, attracting first-time voters through social media influencers (SMIs) has become crucial for political parties. As political influencers work to engage these voters, it is also important to recognise the level of engagement and the attitudes they help shape. This study explores how political SMIs drive the intellectual, social and affective (ISA) engagement of first-time voters. Additionally, it examines the role of mediation of ISA engagement between influencers' characteristics and the formation of voting attitudes in first-time voters. Design/methodology/approach Descriptive methodology was adopted for this research and data were collected through intercept survey at university campuses. The questionnaire was distributed on university campuses and 320 students took part and answered it. Furthermore, the responses are analysed using partial least squares structural equation modelling through Smart PLS 4. Findings The results of this research reinforce the notion that ISA engagement plays a pivotal role in mediating the relationship between online social media political influencers and the formation of voters' attitudes. Additionally, online social media political influencers have a positive impact not only on ISA engagement but also on shaping the attitudes of first-time voters. Research limitations/implications This study provides theoretical as well as managerial implications for academicians and advertisement campaigning organisations. Originality/value This study adds to the body of literature by presenting the idea of social media political influencers’ characteristics in shaping voters’ attitude and their impact on ISA engagement and strengthening the concept of source credibility theory.