Influence of online searches for campaign messages on voting behaviour in Ghana

Abstract

This study ascertained the influence of political party campaign message information search on the behaviour of voters in Ghana. The researchers however conducted this study by applying the perspectives of consumer behaviour to voter behavior with an objective to examine how the behaviour of consumers (voters) is influenced by the search for information on election campaign messages in their decision-making process. The examination used quantitative research to determine the relationship between voting behaviour and political campaign with the cross-sectional survey deployed to collect data from 7203 voters in Accra. These voters were selected through random sampling and the data was collected with questionnaires. The study measured voter (consumer) behaviour from three dimensions namely psychological, social and personal behaviour. The Structural Equation Model (SEM) in Amos was used for the analysis to establish the relationship between the variables. The study revealed that significant positive relationship between campaign message information search and voter psychological behaviour. Likewise, information searches on campaign messages significantly influence voters' social and personal behaviour. The study concluded that the behaviour of voters is influenced by their search for content or details of political campaign messages. The study concludes that there are opportunities for political marketing and change in voter behaviour. Still, sufficient attention should be given to developing and deploying a consumer behaviour model that recognises the challenges and changes with political-marketing campaigning for vote in Ghana Political parties/candidates should make available adequate information on their campaign promises and manifestos to voters to influence their behaviour towards winning their votes. This study has contributed significantly to the knowledge of literature in the field of political marketing. Nonetheless, further studies should be conducted in other jurisdictions other than Ghana to validate the model or test the hypotheses.