EHIO, Victor Nzeyele1
AKANI, Godspower Henshaw2
NWIKINAKA, Lebari Blessing3
OFORI, Queeneth Namumiin4
Faculty of Administrtion and Management, Department of Marketing1234
Rivers State University, Port Harcourt.
victornzeyele.ehio@ust.edu.ng1
akani.godspower@ust.edu.ng2
blessing.nwikinaka@ust.edu.ng3
and queeneth.ofori@ust.edu.ng4
Phone: 08036720856
Abstract
This study examined the relationship between political marketing and voters’ loyalty. A literature review
of concepts such as political marketing, voters’ loyalty, political psychological attachment, behavioral
loyalty, ideological alignment and voters’ satisfaction were done. The study examined three senatorial
districts in Rivers State. A population and sample size of one hundred and eighty (180) was obtained
through purposive sampling technique. Four research objectives guided this study and the corresponding
four hypotheses were formulated. The Pearson product moment correlation was employed as the
analytical tool in testing the formulated hypotheses. The study revealed that political marketing correlates
significantly and positively to ideological alignment, behavioral loyalty, voters’ psychological behavioral
loyalty, ideological alignment, political marketing, psychological attachment, voters’ attachment and
voters’ satisfaction. Following these findings, the study concluded that political marketing positively and
significantly correlates voters’ loyalty as demonstrated in Rivers State. Based on the findings and the
reached conclusion, the study recommended that, political party should build trust and credibility,
understand voters’ ideologies and counter opposing negative ideologies in messages as means to
politically market the party and her candidates as this will effectively enhance voters’ loyalty.
Keywords: Political marketing, voters’ loyalty, ideological alignment, behavioral loyalty, voters’
psychological behavioral loyalty