Parallel elections in Indonesia will be held in February 2024. This year's voters are dominated by millennials and the Z generation. This study examines the role of social media marketing activities (SMM), such as social media interaction, social media content, and word of mouth (WOM), as well as the influence of candidate image in determining vote intention in the political context of Indonesia for Generation Z. This study further investigates the role of candidate image in the theory of social identity as mediation within SMM and voting intention. The purpose of this survey is to better understand Generation Z in Indonesia as it prepares to vote in the 2024 elections. This research uses quantitative methods. The sample in this study of 400 respondents was taken using purposive sampling techniques by distributing questionnaires online. Data analysis techniques using SmartPLS 4.0 software include analyzing validity and reliability tests, as well as t tests. The results of the study show that social media interaction, word of mouth (WOM), and social media content are the main factors in influencing candidate image. From the findings of the analysis results of this study also found that word of Mouth ( WOM) is the main factor in voting intention. (WOM). The findings highlight the increasing importance of SMM activities and candidate image in the political context, thus having an impact on the candidate candidates and the Republic of Indonesia General Election Commission (KPU RI) to be able to encourage generation z to vote. The limitation of this research is in reaching large sample size due to time constraints.