Political Marketing Strategy: Soundbites and Voting Behaviour in Contemporary Ghana

Alexander Diani Kofi Preko, Samuel Kwami Agbanu and Mawuli Feglo

Journal of African Business, 2020, vol. 21, issue 3, 375-394

Abstract: This study examines the influence of soundbites, political media, rationality, and emotion on voter behavior utilizing the Rational Choice Theory in the context of political marketing. Data were collected through questionnaire self-administered to 557 voters. Structural equation modeling was applied to examine the significant effects among the studied constructs. The findings revealed that soundbites, political media, rationality, and emotion positively influence voter behavior in Ghana. Again, the finding showed that the language used in communicating the soundbites significantly moderates the relationship between soundbites and voter behavior. Overall, the study establishes that soundbites and emotion relatively contribute higher to voter behavior. The study suggests that soundbite is gaining recognition in Ghana’s politics as a political marketing strategy to disseminate information to voters.

Date: 2020
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DOI: 10.1080/15228916.2019.1641305

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