Political Marketing in Ghana: The Role of Social Media

ABSTRACT

As the political and media landscape become complex, political parties and candidates all over the world and for that matter Ghana keep exploring new ways and ideas to effectively communicate their political messages to the target audience. Social media tools nevertheless have unfolded new possibilities for politicians to engage with citizens. The primary objective of this study therefore is to examine the extent to which political message dissemination on social media by politicians in Ghana influence young voters’ political knowledge, efficacy, and participation. The mass media have played an integral role in the success of political marketing throughout the political history of Ghana. However, social media has become a reality and a fact of life as it continues to afford politicians the opportunity to disseminate political messages to the target electorates unadulterated. This study employed purposive sampling using 320 young voters (18-29 yrs.) to examine the extent of the relationships between political message dissemination on social media and the political knowledge, efficacy and participation of these young voters. The study revealed a positive and significant relationship between political communication on social media and political knowledge, efficacy and participation of young voters. It was as well revealed that, a positive and significant relationship existed between gender and political participation. The findings of this study further revealed that political participation especially among young voters could be enhanced through the use of social media.