ANIUGA, Chukwuma
Department of Marketing
College of Management Sciences,
Michael Okpara University of Agriculture, Umudike, Abia State
solochuma@yahoo.co
ADINDU, Chidinma Peace
Department of Marketing
College of Management Sciences,
Michael Okpara University of Agriculture, Umudike, Abia State
eberechidinma18@gmail.com
OKONKWO, Raphael Valentine
Department of Marketing
College of Management Sciences,
Michael Okpara University of Agriculture, Umudike, Abia State
Rv.okonkwo@mouau.edu.ng
OBASIABARA, Beatrice Orieoma
School of Postgraduate Studies
Ebonyi State University, Abakaliki, Ebonyi State
beatriceorieomaobasiabara@gmail.com
ABSTRACT
This study examined the effects of political marketing on political attitude among youths in
Nigeria. The study adopted a descriptive research design and adopted questionnaire as
instrument of primary data collection. The data collected was analyzed using linear regression.
E-view version 22.0 aided the data analysis. The study found that socio-economic factors has a
positive and statistically significant effect on youth voting attitude during presidential election in
Nigeria; that choice of presidential candidate has a positive and statistically significant effect on
youth voting participation during presidential election in Nigeria; that money politics has no
significant effect on youth participation during presidential election in Nigeria and that
tribal/regional politics has a positive and statistically significant effect on youth participation
during presidential election in Nigeria. The study therefore, recommended that Nigerian youths
should be encouraged to participate in Nigeria politics as it has been shown that they play very
positive significant role in deciding who will govern them through ballot.
Keywords: Political attitude, political marketing, presidential election, youth participation