An exploration of the long-term impact of political marketing campaigns on voter loyalty to female politicians in Ghana

Ofosu Asante, D.E and Nartey, E.K (2025) 'An exploration of the long-term impact of political marketing campaigns on voter loyalty to female politicians in Ghana.' Journal of Political Marketing. doi: 10.1080/15377857.2025.2522046

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Abstract

This study investigates the role of political marketing in enhancing female political representation within Ghana’s electoral landscape. Despite growing global emphasis on gender equality in politics, women in Ghana continue to face significant barriers to political participation and electoral success. Drawing on Political Marketing Theory and employing a quantitative research design, the study explores how advertising, media engagement, and grassroots mobilization strategies influence voter support for female candidates (VSFC). The research further examines the moderating effects of socio-demographic factors, such as age, education, and income on the relationship between these political marketing strategies and electoral support. The findings provide empirical insights into how tailored campaign strategies can enhance the visibility and viability of female candidates. The study contributes to both theory and practice by advancing a conceptual model that integrates political marketing variables with socio-demographic moderators, and by offering practical recommendations for political parties, policymakers, and advocacy groups seeking to increase female representation in Ghanaian politics.

Item Type:	Article
UN SDGs:	Goal 10: Reduced Inequalities
Keywords:	female political representation, gender and politics, Ghanaian elections, political marketing strategies, socio-demographic factors, voter behavior
Subjects:	J Political Science > JA Political science (General)
Divisions:	Bath Business School
Date Deposited:	17 Jul 2025 16:39
Last Modified:	17 Jul 2025 16:39
ISSN:	1537-7865
URN:	https://researchspace.bathspa.ac.uk/id/eprint/17130

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