Author(s)

Ifeanyi Martins Nwokeocha

Affiliation(s)

Department of Journalism and Media Studies, Federal University Otuoke, Bayelsa State, Nigeria.

Corresponding Author

Ifeanyi Martins Nwokeocha

ABSTRACT

The study focused on re-assessing the role of mobile media in political marketing communications in Nigeria. The study adopted the library research methods to ascertain scholarly opinions and assertions on the role of mobile media in political marketing communications in Nigeria. The use of mobile media in political marketing emerged as a powerful tool for political campaigns to reach and engage with voters, communicate key messages, and mobilize support in the digital age. Mobile media, including smart phones, tablets, apps, and social media platforms, offer unique opportunities for political marketers to connect with voters in a personalized and interactive way. The study concluded that the use of mobile media has facilitated direct and targeted communication between political candidates and voters, enabling real-time engagement, personalized messaging, and interactive content that can influence voter perceptions and behavior. Social media platforms have become essential tools for political campaigns to reach a wider audience, share campaign updates, and mobilize support, contributing to the democratization of information and political participation in Nigeria. The study recommended that political actors should adopt a multi-platform approach in political marketing communication, utilizing a combination of social media, messaging apps, mobile websites, and SMS to reach a diverse audience. By diversifying their mobile media strategies, political campaigns can maximize their outreach, engage with different demographic groups, and ensure a comprehensive communication strategy that resonates with voters. 

KEYWORDS

Re-assessing; Mobile media; Mobile; Media; Political; Marketing communications; Nigeria

CITE THIS PAPER

Ifeanyi Martins Nwokeocha. Reassessing the role of mobile media in political marketing communications in Nigeria. World Journal of Management Science. 2024, 2(3): 62-69. DOI: 10.61784/wms3034.

REFERENCES

[1] Nwokeocha, IM. Cyber politics and voting behaviour: An exploratory study of social media and voters’ mobilization in the 2023 presidential election in Nigeria. Indiana Journal of Humanities and Social Sciences, 2023, 4(12): 32-39.

[2] Ajayi AI, Adesote SA. The new social media and consolidation of democracy. In Nigeria: Uses, potentials and  challenges. Journal of Good Governance and Sustainable  Development in Africa, 2015, 2(4): 47-58.

[3] Dagona, ZK, Karick, H, Abubakar, FM. (2013). Youth participation in social media and political atti-tudes in Nigeria. Journal of Sociology, Psychology and Anthropology in Practice, 2013, 5(1): 1-7.

[4] Ling, R, Donner, J. Mobile Communication. Polity Press. USA. 2009.

[5] Mobile Marketing Association. What is mobile marketing? 2021. Retrieved from: https://mmaglobal.com/what-is-mobile-marketing.

[6] Kumar, S. Mobile Advertising: Trends, challenges, and opportunities. The International Encyclopedia of Media Literacy, Wiley, 2018, 1-11.

[7] Gibson, RK, McAllister, I. Mobile democracy: An election microsite analysis ofpolicy and interactivity. Journal of Information Technology &Politics, 2014, 11(1): 1-18.

[8] Kushin, MJ, Yamamoto, M. Did social media really matter? College Students’ Use of Online Media and Political Decision Making in the 2008 Election. Mass Communication and Society, 2010, 13(5): 608-630.

[9] Nwokeocha, IM. Exposure to and Influence of Political Party Posters on Voters’ Behaviour During the Nov.6, 2021 AnambraState Gubernatorial Election JETISH: Journal of Education Technology Information Social Sciences and Health, 2022, 2(1).

[10] Hill, RP, Luneburg, W. (Eds.). The oxford handbook of political marketing. Oxford University Press. 2018.

[11] Hughes, S, Wring, D. Marketing Politics: An introduction. Routledge. 2016.

[12] Ogunsanwo, A, Awoyemi, L. Is Social Media Changing Political Communication in  Nigeria? The Case of 2015 General Elections. In Global Perspectives on Media Politics in the Digital Age, 2020, 151-170.

[13] Adedeji, A. The influence of political marketing on electorate participation in Nigeria. Covenant Journal of Politics and International Affairs, 2018, 6(2): 65-79.

[14] Osaat, S, Obar, J, Omar, F. Social media, mobile media and political persuasion. 2019.

[15] Kolan, AI, Akinola, SR, Aluko, O. A. Perceived impact of mobile social media communication tools on political mobilization in Nigeria. Global Media Journal: African Edition, 2018, 12(2): 94-118.

[16] Dolan, KA. Dark money, super pacs, and the evolution of campaign finance: Implications for Political Marketing. The Routledge Handbook of Political Marketing, Routledge. 2018, 259-273.

[17] Stromback, J. Political marketing and professionalised campaigning. A conceptual analysis. Journal of Political Market, 2007, 6(2): 49-67.

[18] Lilleker, DG, Jackson, NA. Political communication and social media: Public Discourse in the Twenty-First Century. Routledge. 2013.

[19] Newman, BI. (Ed.) Handbook of political marketing. Sage Publications, Thousand Oaks. 1999.

[20] De Landtsheer, C, P De Vries, D Vertessen D. Wie maakt op kinderende beste indruk? Onderzoeksrapport Universiteit Antwerpen. [Exploring children’spolitical impressions. Research Paper University of Antwerp]. 2004.

[21] Jackson, N. M.P.s and web technologies: An untapped opportunity. Journal of Public Affairs: An International Journal, 2003, 3(2), 124-137.

[22] Imam, S. Political marketing and its impact on democracy. Communication Sphere, 2015, 1(1): 93-96. 

[23] Henneberg, SC. The views of an advocatus dei: Political Marketing and it's Critics. Journal of Public Affairs, 2004, 4(3): 225-43.

[24] Venu, MS. Political marketing: A conceptual framework. Retrieved from https://mpra.ub.uni-muenchen.de/12547/. 2008.

[25] Nzeribe. Marketing dimensions of politics in marketing politics, advertising strategies and tactics presented at APCON conference in Lagos. 1992.

[26] Worlu REK. A comparative analysis of the marketing strategies of dominant-political parties in Nigeria (the case of 2003 general elections). Covenant University,Ota: Ogun state. 2010.

[27] Achumba IC, Dixon, BN. Political marketing-marketing. Unusual in Marketing Journal, 2004, 1(1).

[28] Osuagwu, L. Political marketing: Conceptualization dimensions and research Agenda. Marketing Intelligence & Planning, 2008, 26(7): 793-810. DOI: 10.1108/02634500810916726.

[29] Sarwate, DM. Political marketing: The Indian experience. University of Michigan: Tata McGraw Hill Publishers. 1990.

[30] Rettberg, JW. Seeing ourselves through technology: How we use selfies, blogs and wearable devices to see and shape ourselves. Palgrave Macmillan London. 2018. DOI: https://doi.org/10.1057/9781137476661.

[31] Eid, R, Al-Jabri, IM. Comparative study of user experience (UX) in Native Apps, Mobile Web Apps and Hybrid Apps. Journal of Soft Computing and Decision Support Systems, 2020, 7(3): 24-32.

[32] Choi, J, Lim, J. Factors influencing mobile website usability for enhanced user experience. Telematics and Informatics, 2021, 57, 101451.

[33] Dijck, JV. The culture of connectivity: A critical history of social media. Oxford University Press. 2013. DOI: https://doi.org/10.1093/acprof:oso/9780199970773.001.0001.

[34] Montoya, R, Masip, P. Instant messaging and whatsapp for longitudinal quality measurement. Procedia Computer Science, 2018, 142, 259-264.

[35] Gumpert, G, Drucker SJ, Straubhaar, J. The Mobile Communication Society: A cross-cultural analysis of available evidence in 31 countries. New York: Transaction Publishers. 2012.

[36] Hussain, M, Yu, Z. Mobile Media: Communication Practices in a Digital Age. Routledge. 2019.

[37] Panteli, N, Benbunan-Fich, R. Mobile entertainment: The relevance of app features and consumer characteristics. Journal of Information Technology Case and Application Research, 2014, 16(1): 81-97.

[38] Kapidzic, S, Herring, SC. Race, gender, and self-presentation in teen profile photographs.New Media & Society, 2015, 17(6): 958-976.

[39] Okonta, IC, Amusa, O. Social media, political communication and political marketing in Nigeria. Journal of African Elections, 2019, 18(1): 1-18.

[40] Ogunsanya, C, Adewujo, M. Data Privacy and security challenges in political marketing communication in nigeria. In Proceedings of the 24th ACM Conference on Computer- Supported Cooperative Work and Social Computing, 2021, 1-10.

[41] Obiyan, AE. Democracy, governance and political marketing in Nigeria. In P. O. Ajayi & R. B. Akinola (Eds.), Politics and Governance in Nigeria: Implications for Development, Peace. 2017.

[42] Brown, K, Ma, L. The role of mobile media in political campaigns: A comparative analysis of the 2015 and 2019 Nigerian elections. Journal of Political Marketing, 2019, 18(4): 332-348.

[43] Onu, VO, Lawal, J. Political marketing and citizen engagement in Nigeria: A Study of the 2019 General Elections. Journal of Political Communication Research, 2018, 7(1): 30-45.

[44] Ogbeide, FO, Ekhosuehi, FO. Mobile social media and political engagement in Nigeria: A Study of the 2019 Election Cycle. International Journal of Communication, 2020, 14, 3634-3652.

[45] Adegbilero-Iwari, I, Wilson, D. The role of mobile media in enhancing citizen engagement and accountability in nigeria. Journal of African Media Studies, 2017, 9(2): 153-170.

[46] Odigie, PO, Omozuanvbo, OE. The Role of mobile media in political marketing communication in Nigeria: A Case Study of the 2019 General Elections. Journal of Communication Research, 2019, 6(2): 56-70.

[47] Adigun, F, Ene, G. Mobile media and political communication in Nigeria: Challenges and Opportunities. Journal of Nigerian Politics, 2020, 8(1): 45-62.

[48] Adebanji, OA, Adebayo, TK. Digital citizenship and political engagement in Nigeria: A study of mobile media use in the 2015 elections. Journal of African Media Studies, 2018, 10(2): 189-206.

[49] Ahmed, S, Mohammed, A. Mobile technology and election monitoring in Nigeria: A case study of the 2015 general elections. Journal of Development Communication, 2017, 28(3): 15-30.