Political Marketing Strategies and Democracy in Nigeria

R. A. Gbadeyan

《Asian Journal of Business Management》 3卷1期 (2011/02) Pp. 8-17

並列摘要

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.

並列關鍵字

Election ； media strategies ； Nigeria ； politics ； political marketing