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Celebrity politicians are well known public figures manufactured, represented and commoditised by the media and cultural industries who have been taking part in politics. The aim of this study is to comprehend Indonesian potential voters intentions regarding their participation in the 2024 election. The study examines the role of social media marketing (SMM) activities such as social media interaction, social media credibility and word of mouth (WOM)  for influence  of perceived candidate image in building voter vote intention within the context of Celebrity Politician in Indonesia Politics. Drawing from branding literature and social identity theory the article further investigates the role of candidate image as a mediator between social media interaction, word of mouth,  social media credibility and vote intention. Design methodology using online questionnaire survey based on purposive sampling, the study sampled 454 indonesia voters. The primary data collected were analyzed using SmartPLS software. As the result indicate that social media interaction, WOM, and social media credibility  appears positively influence candidate image, but social media interaction and social media credibility not directly relate to vote intention. The study highlight the importance of SMM activities and candidate image on prospective candidates and general elections commission in encouraging election participants to vote. The limitation of this study is in obtained large sample due to time constraints.

Social media interaction; word of mouth; social media credibility; candidate image; vote intention