Nowadays it is commonplace to argue that candidates’ personal characteristics play a large part in determining how individuals vote. In the domain of political marketing this assumption is often given for granted, and no clear conceptual understanding of how image crafting techniques affect...

Previous research has proven reluctant in systematically addressing the role played by television exposure as a driver of personalization in voting behaviour. Similarly, the relationship between the rise of Internet-based political communication and the personalization trend has been...