To read this content please select one of the options below:

Digital transformation on the design and implementation of virtual political campaigns in Kuwait: perceptions and attitudes of politicians and campaign managers for bold innovation and social impact in Kuwait

Rashed Alhaimer (Business Faculty, Arab Open University – Kuwait, Al-Farwaniya, Kuwait)

Journal of Science and Technology Policy Management

ISSN: 2053-4620

Article publication date: 29 February 2024

54

Abstract

Purpose

This study aims to examine the perceptions of political figures and campaign strategists in Kuwait regarding the adoption of virtual political campaigns during the COVID-19 pandemic. By using an enhanced version of the technology acceptance model (TAM), it seeks to understand and quantify their attitudes toward these digital campaign methods. This study can be considered as a bold contribution to the discussion on digital transformation of virtual channels for the promotion of bold innovation and social impact in Kuwait.

Design/methodology/approach

Data was gathered from 82 participants, comprising 47 politicians and 35 campaign managers in Kuwait. A comprehensive method involving both questionnaires and face-to-face interactions was implemented to ensure a thorough collection of relevant data, aiming to support the research’s objectives effectively.

Findings

The results underscore the significant influence of perceived ease of use, perceived usefulness and the newly integrated factor of perceived convenience on the attitudes toward virtual political campaigns. These factors collectively shape the willingness and approach of political entities in embracing digital campaigning avenues. The findings also indicate that digital transformation in the design and implementation of virtual campaigns can be grounded on positive attitudes and perceptions.

Originality/value

The research fills a critical gap in existing literature by examining large-scale attitudes toward virtual political campaigns in Kuwait’s unique context. It offers novel understandings of how political figures and campaign managers perceive and adapt to technological advancements in campaign strategies, mainly during unprecedented crisis times like the COVID-19 pandemic. This study contributes to academic discourse and has practical implications for the evolution of political campaigning strategies in a digital age. A direct implication of our study is also the need to promote further future research on the capacity of digitally transformed channels for political campaigns to be venues of bold innovation. It also highlights the need to provide citizens with training and awareness for this new era of prompt responses to their requirements toward sustainable development and innovation.

Keywords

Acknowledgements

Disclosure statement: The author reports that there are no competing interests to declare.

Ethical approval: Please provide the following details: (a) Arab Open University – Kuwait approved this research; (b) I confirm that this researches performed in accordance with relevant guidelines/regulations applicable by Arab Open University –Kuwait.

Consent form was distributed to each participant before collecting the data and requested each participant to read and sign it before conducting the questionnaire.

Data availability: All data available upon request.

Citation

Alhaimer, R. (2024), "Digital transformation on the design and implementation of virtual political campaigns in Kuwait: perceptions and attitudes of politicians and campaign managers for bold innovation and social impact in Kuwait", Journal of Science and Technology Policy Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTPM-11-2023-0212

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles