A study of social media political marketing on electoral success: Evidence from a local election in Kano, Nigeria
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Background of the study
Social media political marketing has revolutionized electoral campaigning by enabling targeted and interactive voter outreach. In Kano, local elections have witnessed a significant transformation due to the adoption of social media strategies aimed at increasing electoral success. Political parties and candidates are increasingly using platforms like Twitter, Facebook, and Instagram to disseminate campaign messages, engage with voters, and mobilize support (Abubakar, 2023). This study examines the effectiveness of social media political marketing on electoral success by analyzing various digital marketing tactics employed during a local election in Kano. The research highlights how tailored content, real-time engagement, and data-driven targeting can influence voter behavior and enhance campaign outcomes (Mustapha, 2024). Additionally, the study explores challenges such as digital saturation, information overload, and the potential for online misinformation that may undermine campaign efforts. By employing both qualitative and quantitative methods, this study aims to provide a comprehensive assessment of the impact of social media political marketing on electoral performance and offer strategic recommendations for improving digital campaign practices (Umar, 2025).
Statement of the problem
Political campaigns in Kano encounter difficulties in harnessing the full potential of social media political marketing to secure electoral success. Despite the widespread use of digital platforms, inconsistent messaging, audience fragmentation, and the challenge of combating misinformation often impede campaign effectiveness (Abubakar, 2023). These challenges create a disconnect between high online engagement and actual voter mobilization, thereby affecting electoral outcomes. The absence of a cohesive digital strategy further limits the ability of campaigns to convert digital interactions into votes. This study seeks to address these issues by evaluating current social media marketing practices in Kano’s local elections and identifying strategies that can enhance the translation of digital engagement into electoral success (Mustapha, 2024).
Objectives of the Study
To evaluate the impact of social media political marketing on electoral success.
To identify challenges hindering effective digital campaign strategies.
To recommend improvements for converting digital engagement into electoral outcomes.
Research Questions
How does social media political marketing influence electoral success in Kano?
What challenges hinder the effectiveness of digital campaign strategies?
What measures can improve the conversion of digital engagement into votes?
Significance of the study
This study is significant as it assesses the role of social media political marketing in determining electoral success in a local election in Kano. The findings provide essential insights for political campaign strategists aiming to optimize digital outreach and improve voter mobilization. By addressing challenges such as inconsistent messaging and digital misinformation, the study offers actionable recommendations that contribute to both academic literature and practical campaign management (Abubakar, 2023; Umar, 2025).
Scope and limitations of the study
The study is limited to analyzing social media political marketing strategies used during a local election in Kano, Nigeria, and does not extend to national campaigns or other digital outreach methods.
Definitions of terms
Social Media Political Marketing: The use of social media platforms to promote political messages and influence voter behavior.
Electoral Success: The achievement of desired electoral outcomes, such as winning votes or achieving high turnout.
Local Election: An election conducted at the local government level.
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