Effect Of Marketing Communication Mix on Eligible Voters during poltical Campaigns in Ilorin Metropolis

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dc.contributor.authorAbdulraheem, Mulikat
dc.contributor.authorImouokhome, Ebun Omoniyi,
dc.contributor.authorBello, Asola Kamal
dc.date.accessioned2026-05-04T12:33:50Z
dc.date.available2026-05-04T12:33:50Z
dc.date.issued2018-06
dc.description.abstractIndividuals aspiring for political positions must create a considerable level of awareness for eligible voters to vote for them. Marketing communication mix is a tool for creating awareness; this study therefore examined the effect of this marketing communication mix on voters during political campaigns in Ilorin Metropolis. The descriptive survey design was adopted for the study and the population for the study comprised of eligible voters from the three local government areas in Ilorin - Ilorin West, Ilorin East and Ilorin South. A sample of 369 respondents was taken out of which 282 respondents filled and returned the questionnaire. One research hypothesis was formulated for this study. Self- structured questionnaire designed in line with five point Likert format was used as instrument for data collection. The null hypothesis formulated was tested using multiple regression statistics at 0.05 alpha level. The findings revealed that marketing communication mix had significant effect on eligible voters during political campaigns; therefore, the alternative hypothesis was accepted. It was concluded that marketing communication mix is a tool that could be used by political aspirants. The study recommended that political aspirants should invest more on marketing mix during campaigns to achieve their set goals.
dc.identifier.issn2536-7358
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/123456789/17969
dc.language.isoen
dc.publisherDepartment Of Public Administration, Faculty of Management Sciences, University Of Ilorin, Nigeria
dc.relation.ispartofseriesVol. 4. NO 1.; 90-99
dc.subjectMarketing Communication Mix
dc.subjectPolitical Aspirant
dc.subjectPolitical Campaign
dc.subjectEligible Voters
dc.subjectElection
dc.titleEffect Of Marketing Communication Mix on Eligible Voters during poltical Campaigns in Ilorin Metropolis
dc.title.alternativeIlorin Journal Administration and Development
dc.typeArticle

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