The moderating role of relevance on charismatic leadership and platform content to voting decision: The moderating role of relevance

• Main Authors: Buhian, Blanche Louise G., Choi, Moon Jeong, Malimata, Joseph Danielle Stephen R., Montelibano, Rafael Luis Alfonso L.
• Format: text
• Language: English
• Published: Animo Repository 2018
• Subjects: Political leadership; Voting; Suffrage
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/9669
• Institution: De La Salle University

An individual's decision to vote is a fundamental right. The decision of each voter mark in voting for a certain candidate will be the gate way for a future of a country. In most literatures, it has been said that people vote for candidate's charismatic leadership. On the other hand most literature almost state that individuals also vote for the specific platform content of candidate made in their election campaigns. As it is establish that voters give their votes to a specific platform of a candidate or a charismatic candidate, the researchers made a study on the moderating role of relevance to see if the voters personal situation and standard in life will affect how would they vote given the specifics of a certain candidate. In order to test this model, the study gathered a sample of 300 undergraduate students from different universities in the Philippines. Four conditions were used to test the moderating effect of relevance to the variables. The results showed relevance has a direct effect on charismatic leadership & voting decision and platform content & voting decision. With this being said, relevance may strengthens the relationship of charismatic leadership in predicting voting decision. Moreover, relevance strengthens the platform content in predicting voting decision