Emotional Branding Strategies and Voter Participation: The Mediating Role of Campaign Songs and Voter Attachment

Divine Mawuli Akwensivie (), Elikem Chosniel Ocloo, Bernard Zenifar, Issac Sewornu Coffie and Michael Kwame-Adjei
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Divine Mawuli Akwensivie: Accra Technical University, Department of Marketing, Faculty of Business
Elikem Chosniel Ocloo: Accra Technical University, Department of Marketing, Faculty of Business
Bernard Zenifar: Accra Technical University, Department of Marketing, Faculty of Business
Issac Sewornu Coffie: Accra Technical University, Department of Marketing, Faculty of Business
Michael Kwame-Adjei: University of Professional Studies Accra, Department of Marketing

A chapter in Proceedings of the International Conference on Sustainable Business and Entrepreneurship (ICSBE 2025), 2025, pp 144-167 from Springer

Abstract: Abstract Voter participation is central to democratic legitimacy, yet election turnout in Ghana and globally has recently declined. This study examines how emotional branding strategies influence voter participation, with campaign songs and voter attachment serving as mediators. Anchored in the Stimulus–Organism–Response (S–O–R) model, attachment theory, and social identity theory, a quantitative survey of 504 registered voters was analyzed using SmartPLS 4. The results show that emotional branding significantly enhances voter participation both directly and indirectly, explaining 59.7% of its variance. Campaign songs function as powerful cultural tools that reinforce collective identity and mobilize voters, while voter attachment strengthens psychological loyalty and emotional engagement. Mediation tests confirm that campaign songs and voter attachment jointly transmit the effects of emotional branding on participation. These findings extend political marketing literature by integrating psychological and cultural pathways of voter participation and offer practical insights for political actors seeking to foster sustained electoral engagement in emerging democracies.

Keywords: emotional branding; campaign songs; voter attachment; voter participation; political marketing; Ghana (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-930-8_12

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