An appraisal of digital grassroots marketing on electoral participation: A case study of a youth-led movement in Kano, Nigeria.
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Background of the Study
Digital grassroots marketing has become a transformative tool for political engagement, particularly in youth-led movements. In Kano, Nigeria, a vibrant political landscape is witnessing the emergence of youth-driven campaigns that harness digital tools to mobilize supporters and drive electoral participation. This study examines the role of digital grassroots marketing in shaping electoral participation, focusing on a youth-led movement in Kano (Bello, 2023). Grassroots movements traditionally rely on community organizing and personal networks; however, the advent of digital marketing offers a new paradigm that amplifies these efforts through social media platforms, mobile applications, and online communities. The integration of digital strategies enables these movements to bypass traditional media gatekeepers, reach a broader audience, and engage young voters in novel ways. Digital marketing campaigns are designed to be interactive and dynamic, encouraging real-time participation and feedback, which in turn fosters a sense of collective identity and purpose among the youth. Despite the potential of digital grassroots strategies, there remains a paucity of empirical research on their efficacy in increasing electoral participation and sustaining political engagement. This study aims to fill this gap by analyzing campaign strategies, voter engagement data, and participation trends, thereby contributing to the literature on digital political mobilization (Bello, 2024).
Statement of the Problem
While digital grassroots marketing is increasingly used by youth-led movements in Kano, its effectiveness in enhancing electoral participation remains under-explored. There is a critical need to understand whether digital strategies translate into actual voter turnout and sustained political engagement. The challenges include assessing the impact of online content on political mobilization, differentiating between superficial engagement and genuine political action, and addressing issues such as digital divide and misinformation (Bello, 2023). The lack of comprehensive studies on these aspects creates uncertainty regarding the strategic value of digital grassroots initiatives. This research seeks to investigate these challenges and provide empirical evidence on the role of digital grassroots marketing in driving electoral participation among the youth in Kano, thereby offering actionable insights for political campaign strategies (Bello, 2024).
Objectives of the Study
To evaluate digital grassroots marketing strategies used by youth-led movements in Kano.
To assess the impact of these strategies on electoral participation.
To identify the key factors that drive successful digital engagement in political campaigns.
Research Questions
What digital strategies are most effective in grassroots marketing for political mobilization?
How do these strategies influence electoral participation among youth in Kano?
What barriers hinder the success of digital grassroots initiatives?
Significance of the Study
This study is significant as it sheds light on the potential of digital grassroots marketing to drive electoral participation in youth-led movements. By investigating effective strategies and their impact, the research provides valuable insights for political organizers and marketers seeking to engage young voters. The findings will support the development of more targeted and impactful digital campaigns, ultimately contributing to a more participatory political process. The study also addresses challenges such as digital inequality and misinformation, offering practical recommendations for improving campaign effectiveness (Bello, 2023).
Scope and Limitations of the Study
The study is limited to examining the impact of digital grassroots marketing on electoral participation within a youth-led movement in Kano. It focuses exclusively on digital strategies and does not cover traditional grassroots methods.
Definitions of terms
Digital Grassroots Marketing: The use of online platforms and digital tools to mobilize support at the grassroots level.
Electoral Participation: The involvement of citizens in the electoral process, including voter turnout.
Youth-Led Movement: A political or social campaign driven primarily by young individuals.
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