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Abstract
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Article Information:
Political Marketing Strategies and Democracy in Nigeria
R.A. Gbadeyan
Corresponding Author: Rotimi Ayodele Gbadeyan
Submitted: 2010 December, 11
Accepted: 2011 January, 03
Published: 2011 February, 15 |
Abstract:
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Political organizations often want to win election contests. This consequently makes them to work
out means through which this can be done. In the process they are faced with the problem of choosing the
correct and best means to achieve this result. This paper aims at examining if there is best political marketing
strategy political organizations can rely on in winning elections. The study also wishes to examine whether
differences exist in the methods through which political organizations maximize voter’s support. 1531
respondents were selected from three Local Government Areas which formed Ilorin city and its environs. The
Sample units were reached through 15 Research Assistants specifically trained for the research work (5
Research Assistants each for a Local Government), who randomly distributed questionnaire to the selected
respondents. Stepwise regression and Chi-square were the statistical techniques used to test the hypotheses
raised in the study. Result indicates that Voter’s support is the best political marketing strategy used by Political
organizations, followed by Positive Publicity to win elections. It was also revealed that the methods used by
political organizations to maximize voter’s support are in different proportion and variance, for instance, in the
study presenting credible and acceptable candidate for election was the method through which political
organization maximizes its voter’s support. The study recommends that the use of money to influence
electorates’ voting behaviour should be discouraged and campaign information needs to be reliable and
dependable amongst others.
Key words: Election, media strategies, Nigeria, politics, political marketing, ,
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Cite this Reference:
R.A. Gbadeyan, . Political Marketing Strategies and Democracy in Nigeria. Asian Journal of Business Management, (1): 8-17.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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