Political Marketing and Democratic Processes in Nigeria: Welfare of Citizens in Perspective (Published)
This study is focused on political marketing and democracy in Nigeria: the citizen’ welfare in perspective. The objectives of the study are to critically and contextually analyze the role of political marketing in Nigeria’s democratic processes; evaluate the impact of political marketing on citizens’ welfare; examine citizens’ perceptions of political marketing and its influence on their democratic participation, and provide actionable recommendations on how political marketing can better serve democratic values and contribute to citizens’ welfare. The study identifies and explores political marketing, traditional marketing mix elements, political parties, foreign relations and media, democracy and overview of Nigeria’s democracy, citizens’ welfare, and highlights the evolution of political marketing, famous examples of political marketing, application of positioning and branding in political marketing; constraints to political marketing in Nigeria; sustenance of political marketing; democracy in the Nigerian/African context, and the challenges of democracy in Nigeria. The major findings from the study are that political marketing significantly shapes voter perceptions and decisions, with many citizens influenced by campaign messages, media representation and political branding; there is a notable gap between political campaign promises and the actual implementation of welfare policies post-election; many political actors prioritize campaign strategies that secure votes but fail to deliver on welfare commitments once elected; the lack of strict regulations allows for manipulative strategies that mislead voters and undermine democratic values; traditional media (radio, television) still plays a significant role in shaping political opinions, especially in rural areas, and existing laws are often inadequate to address modern challenges in political marketing, especially in the digital space, among others. The study concluded that political marketing is a tool which thrives in a democratic dispensation where the rule of law prevails, and political competition is tolerated or encouraged by the party (ies) in power. We, therefore, recommended that governments, non-governmental organizations and communities should work together to promote citizens’ welfare by creating policies and programs that reduce poverty, promote equality and ensure safety and security for all members of society; there should be an increasing call from civil society, media and the electorate for political reforms that ensure transparency, accountability and a focus on citizens’ welfare; studies should be conducted to assess how political marketing influenced voter decisions and whether elected officials fulfilled their campaign promises; establish independent committees to monitor the implementation of welfare programs promised during campaigns; provide electoral bodies with the resources and authority to regulate political marketing and ensure free and fair democratic practices; create platforms for dialogue between political candidates and citizens to discuss welfare issues and political strategies, and incorporate political education into school curriculums to foster a generation of informed and responsible voters, among others.
Keywords: Branding, Democracy, Political leaders, Political marketing, political parties and citizen’s welfare., positioning