A review of political marketing strategies on voter engagement: Evidence from a youth political campaign in Lagos, Nigeria
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Background of the study
Political marketing strategies have increasingly become central to shaping voter engagement, especially among younger demographics. In Lagos, youth political campaigns are leveraging innovative marketing techniques to mobilize and influence voter behavior. This study reviews various political marketing strategies deployed in a youth political campaign, focusing on methods such as social media outreach, targeted messaging, and grassroots mobilization (Adeyemi, 2023). The study examines how these strategies are tailored to resonate with young voters, incorporating elements of digital media, interactive content, and participatory platforms that facilitate direct voter engagement (Ola, 2024). The analysis highlights the transition from traditional campaigning to dynamic, technology-driven approaches that aim to create an inclusive political narrative. By assessing campaign case studies and the resultant voter engagement metrics, the study seeks to uncover the effectiveness of these strategies in fostering sustained political participation among youth. Moreover, it addresses challenges such as digital misinformation and political apathy, aiming to propose recommendations that enhance the overall impact of political marketing on voter engagement (Babatunde, 2025).
Statement of the problem
Youth political campaigns in Lagos face significant challenges in effectively engaging young voters through political marketing strategies. Despite the adoption of innovative digital techniques, campaigns often struggle with overcoming political apathy and misinformation among the youth (Adeyemi, 2023). The absence of coherent messaging and targeted engagement frameworks further complicates efforts to mobilize voters effectively. As a result, there is a gap between the potential of modern political marketing strategies and their actual impact on voter turnout and participation. This study aims to critically examine these strategies to identify the factors that inhibit voter engagement and propose actionable solutions to bridge this gap (Ola, 2024).
Objectives of the Study
To review political marketing strategies employed in youth political campaigns.
To evaluate the effectiveness of these strategies in engaging young voters.
To recommend improvements to enhance voter engagement through targeted political marketing.
Research Questions
What political marketing strategies are most effective in engaging young voters?
How do these strategies impact voter participation in youth political campaigns?
What improvements can be made to overcome challenges in voter engagement?
Significance of the study
This study is significant as it critically examines the role of political marketing strategies in mobilizing youth voter engagement in Lagos. The insights generated will assist campaign strategists in refining their approaches to better connect with young voters and foster higher participation rates. The research contributes to the broader understanding of political communication in modern democratic processes, offering evidence-based recommendations to enhance voter engagement (Adeyemi, 2023; Babatunde, 2025).
Scope and limitations of the study
The study is limited to analyzing political marketing strategies on voter engagement within a youth political campaign in Lagos, Nigeria. It does not cover other demographic groups or regions.
Definitions of terms
Political Marketing Strategies: Techniques used to promote political messages and mobilize voters.
Voter Engagement: The active participation and involvement of voters in political processes.
Youth Political Campaign: A political campaign primarily aimed at engaging young voters.
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