IMAGE MARKETING OF POLITICAL CANDIDATES AND VOTER ACCEPTABILITY IN SOUTH-SOUTH, NIGERIA.

Abstract

This study explored how image marketing of political candidates relates voter acceptability in the South-South region of Nigeria. The research focused on three key aspects of political image marketing—personal image, professional competence image, and ideological or policy image—and examined how they relate to major indicators of voter acceptability, including favourability or approval ratings, party identification, and voting intention. A cross-sectional survey design was adopted for the study. Data were gathered from registered voters in the South-South geopolitical zone using a structured questionnaire. Respondents were selected through a multi-stage sampling procedure to ensure adequate representation. The data collected were analysed using the Pearson Product–Moment Correlation (PPMC) to determine the nature and strength of the relationships among the study variables. The results indicate that personal image is strongly associated with voter acceptability, particularly with voters’ intention to support candidates during elections. The findings also show that professional competence image has a significant positive relationship with favourability ratings, party identification, and voting intention, suggesting that voters tend to support candidates whom they perceive as capable, knowledgeable, and experienced in governance. In addition, the study found that ideological and policy-related image significantly contributes to voter acceptance, as voters are more inclined to support candidates whose policy positions and ideological orientation reflect their interests and expectations. Overall, the findings highlight the important role that effective image marketing plays in shaping voters’ attitudes and electoral behaviour in the South-South region of Nigeria. The study concludes that candidates who successfully project credible personal qualities, demonstrate leadership competence, and communicate clear policy positions are more likely to gain voter approval and electoral support. The study therefore recommends that political actors adopt deliberate image marketing strategies that emphasize credibility, competence, and policy clarity in order to strengthen voter confidence and democratic engagement.