A review of online political branding on voter trust: Evidence from a political candidate in Abuja, Nigeria
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- NGN 5000
Background of the study
Online political branding has become an essential component of modern electoral campaigns, enabling political candidates to shape their public image and build voter trust. In Abuja, candidates increasingly employ digital platforms to disseminate branding messages, create consistent narratives, and engage directly with voters (Chukwu, 2023). This study reviews the role of online political branding in influencing voter trust, focusing on a case study of a political candidate in Abuja. Digital branding strategies include the use of websites, social media profiles, video content, and interactive engagement to create a coherent and appealing image (Nnamdi, 2024). These strategies are designed to establish credibility, foster transparency, and build a personal connection with the electorate. However, challenges such as information overload, online misinformation, and inconsistent messaging can undermine voter trust and damage the candidate’s brand. This review critically examines both the strengths and limitations of current online political branding practices. By analyzing campaign data, voter surveys, and digital engagement metrics, the study seeks to identify best practices and propose recommendations for optimizing online branding to enhance voter trust and overall electoral performance (Eze, 2025).
Statement of the problem
Political candidates in Abuja face significant challenges in leveraging online branding to build voter trust. Despite the potential of digital platforms to create a strong personal brand, issues such as inconsistent messaging, digital misinformation, and audience skepticism often erode trust (Chukwu, 2023). The lack of a standardized framework for online political branding further complicates efforts to establish a reliable and authentic digital presence. These challenges hinder candidates from fully capitalizing on digital opportunities to connect with voters and secure electoral support. This study aims to address these challenges by critically reviewing online branding practices and identifying strategies to enhance voter trust in a digital political landscape (Nnamdi, 2024).
Objectives of the Study
To review online political branding strategies used by the candidate.
To assess the impact of these strategies on voter trust.
To recommend improvements for enhancing digital political branding.
Research Questions
How does online political branding influence voter trust?
What challenges affect the effectiveness of online political branding?
What strategies can be adopted to improve voter trust through digital branding?
Significance of the study
This study is significant as it examines the impact of online political branding on voter trust for a political candidate in Abuja. The insights gained will help campaign managers refine their digital branding strategies to foster greater authenticity and voter confidence. The research contributes to academic literature on political communication and offers practical recommendations for enhancing online branding practices in the digital age (Chukwu, 2023; Eze, 2025).
Scope and limitations of the study
The study is limited to reviewing online political branding and its impact on voter trust for a political candidate in Abuja, Nigeria, and does not consider traditional branding methods or candidates in other regions.
Definitions of terms
Online Political Branding: The process of creating and managing a political candidate’s digital image.
Voter Trust: The confidence that voters have in a candidate’s credibility and authenticity.
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