E-Political Marketing Tools in Modern Democracies: The Nigerian Perspective
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Despite an increasing presence of political consultants, all indications are that elections- promotional activities are
relatively static in some countries. These election promotional activities in some nations include professionally produced
television advertising; media relations experts who wage spin control; and planned events such as leader tours and television
debates. Nowadays, campaigns are conducted by telephones instead of foot soldiers or door to door canvassing. Perhaps
the most visible modernization in recent years has been parties' mediocre websites that provide daily campaign updates and
which is sometimes mirrored by candidates' amateurish online presence. But, to what extent is American style of political
marketing creeping into other countries' electioneering campaigns (Nigeria inclusive). This is the crux of this study. The study
surveyed 400 political marketers from the two dominant political parties in Nigeria to identify thee-political marketing tools
currently used to reach their electorates on one hand, and factors affecting the choice of the tools on the other. The result
shows that there are two categories of e-political marketing tools in use. These are Internet marketing tools and mobile
marketing tools. In the same vein, the factors that influence the choice of the tools are impact, convenience, expose reach,
cost, time, and frequency. Based on these findings, political managers are advised to take advantage of the tools which are
in tandem with global best practices in modern democracies
Keywords
H Social Sciences (General), QA75 Electronic computers. Computer science