The impact of online political marketing on public policy support: An evaluation of a government initiative in Port Harcourt, Nigeria.
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Background of the Study
Online political marketing has emerged as a potent tool for influencing public policy support by directly engaging citizens through digital channels. In Port Harcourt, a recent government initiative has harnessed online platforms to inform the public about new policy measures and to solicit feedback on proposed reforms. This initiative employs various digital marketing techniques including social media ads, interactive webinars, and targeted email campaigns designed to explain policy details and generate public debate (Ibe, 2023). The strategy is built on the premise that clear, accessible digital communication can enhance public understanding and foster support for policy decisions. However, the effectiveness of these efforts in translating online engagement into tangible public policy support is not yet well documented. The study employs both quantitative and qualitative methodologies—analyzing engagement metrics, conducting surveys, and interviewing policy stakeholders—to assess the influence of online political marketing on public attitudes toward government policies. It also examines challenges such as digital misinformation and the digital divide that may hinder effective communication (Ibe, 2024).
Statement of the Problem
Despite innovative efforts in online political marketing, there is limited understanding of its effectiveness in garnering public support for government policies in Port Harcourt. The key problem is determining whether digital marketing initiatives lead to measurable increases in public policy support or if they are undermined by factors such as misinformation and low digital literacy. Additionally, there is a need to ascertain whether these online efforts can overcome public skepticism and translate into informed approval of policy measures (Ibe, 2023). This study seeks to address these gaps by examining the relationship between digital political marketing and public policy support, providing insights that could help improve future government communication strategies (Ibe, 2024).
Objectives of the Study
To evaluate the digital marketing strategies used in the government initiative.
To assess their impact on public policy support.
To identify obstacles and recommend strategies for improvement.
Research Questions
How effective is online political marketing in garnering policy support?
What factors influence public response to digital policy messages?
What challenges limit the impact of online marketing on public opinion?
Significance of the Study
This study is significant because it investigates the role of digital political marketing in shaping public policy support. The insights derived will help government agencies refine their online communication strategies to build greater public trust and informed support for policy initiatives (Ibe, 2023).
Scope and Limitations of the Study
The study is limited to a single government initiative in Port Harcourt and focuses solely on online marketing channels.
Definitions of terms
Online Political Marketing: The use of digital tools to promote political and policy messages.
Public Policy Support: The level of approval among the public for government policies.
Government Initiative: A specific program or campaign launched by the government to communicate policy changes.
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