POLITICAL MARKETING ENDORSEMENTS AND VOTERS’ ACCEPTABILITY AS EVIDENCED IN SOUTH-SOUTH REGION OF NIGERIA

Authors

  • Victor Nzeyele Ehio, Ph.D
  • Willie Etim Willie, Ph.D

Abstract

This study examined the relationship between political marketing endorsements and voters’ acceptability. The study examined six States from the South-South Geopolitical Region. A population and sample size of two hundred and ten (210) was obtained through purposive sampling technique.
Four research objectives guided this study and the corresponding four hypotheses were formulated.
The Pearson product moment correlation was employed as the analytical tool in testing the formulated hypotheses. The study revealed that political marketing endorsements correlates significantly and positively to ideological alignment, voters’ perceived candidates’ competence, voters’ perceived candidates’ electability and public image/reputation. Following these findings, the
study concluded that political marketing endorsements positively and significantly correlates voters’ acceptability. Based on the findings and the reached conclusion, the study recommended that, political parties and her candidates should establish that their members and candidates should use endorsements from a broad spectrum of endorsers as this may help the candidate appeal to a wider audience and address the concerns of different demographic groups as these will enhance voters’ perceived candidates’ political image and reputation.

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Published

2025-01-31

How to Cite

Nzeyele Ehio, Ph.D, V., & Etim Willie, Ph.D, W. . (2025). POLITICAL MARKETING ENDORSEMENTS AND VOTERS’ ACCEPTABILITY AS EVIDENCED IN SOUTH-SOUTH REGION OF NIGERIA. BW Academic Journal. Retrieved from https://bwjournal.org/index.php/bsjournal/article/view/2625