Comparing virtual political campaigns with traditional political campaigns: evidence from Kuwait during the COVID-19 pandemic

Abstract

Purpose

This study aims to focus on how virtual campaigns are affecting voters in the elections of Kuwait, as well as whether such virtual campaigns will replace traditional campaigns in the post-COVID era.

Design/methodology/approach

This qualitative research adopts a purposeful sample when selecting participants from candidates and the managers of electoral campaigns in Kuwait. Fifteen participants were selected, which has been sufficient to achieve data saturation, and then, textual data were collected via semistructured interviews from 15 candidates and the managers of electoral campaigns in Kuwait during the COVID-19 pandemic.

Findings

The findings indicate that candidates preferred using virtual campaigns which enabled them to reach voters during the time of COVID-19’s lockdown. Majority of responses underlined that social media platforms do direct political messages to the voters. Hence, social media platforms should be perceived as preferred medium for communicating with supporters, especially in the post-COVID-19 era. However, some responses uphold the importance of keeping traditional political campaigns due to the peculiar nature of the Kuwaiti community where there is a need for socialization and meeting face-to-face with voters.

Originality/value

This research provides a new evaluation about the role of virtual political campaigns in Kuwait. It highlights the crucial and increasing role of virtual political campaigns in attracting voters; nevertheless, it found that virtual campaigns should be used as addendum to conventional political campaigns in the post-COVID-19 era in Kuwait.

Citation

Alhaimer, R. (2025), "Comparing virtual political campaigns with traditional political campaigns: evidence from Kuwait during the COVID-19 pandemic", Global Knowledge, Memory and Communication, Vol. 74 No. 1/2, pp. 548-563. https://doi.org/10.1108/GKMC-07-2022-0182