INFLUENCE OF POLITICAL CAMPAIGNS AND MOBILIZATION ON ELECTORAL PARTICIPATION ON UMUAHIA RESIDENTS: EVIDENCE FROM THE 2023 NIGERIA GENERAL ELECTIONS

Abstract

This study examined the influence of political campaign and mobilization messages on electoral participation on Umuahia residents of Abia State, during the 2023 Nigerian general elections. The study was prompted by the influence of the campaign strategies and mobilization messages utilized by the various political parties in the build-up to the 2023 general elections particularly in Abia State. In view of these, the Attitude – Change Theory and the Individual Difference Theory were used in relation to the study which adopted a mixed-methods approach. Quantitative data (survey) were collected from a sample of 387 eligible voters through structured questionnaires, complemented by Qualitative insights from Focus group discussions (FGD). Findings revealed a high level of campaign exposure predominantly through television and social media platforms, which significantly shaped voters’ decisions and enhanced their understanding of political choices. The study further highlighted that positive, community-focused campaign messages delivered in local languages were most effective in motivating voter turnout and broader political participation, including attendance at rallies and peer mobilization. Conversely, negative or attack campaigns elicited mixed responses, occasionally dampening political enthusiasm. These results underscored the critical role of tailored, culturally relevant messaging in fostering democratic engagement. The study recommends that political actors, electoral bodies, and civil society organizations collaborate to design inclusive and ethical campaign strategies that enhance voter education and participation. The findings contribute valuable insights into the dynamics of electoral communication in Nigeria’s evolving democracy.