Voters’ behavior: Probing the salience of Manifestoes, Debates, Ideology and Celebrity Endorsement

Vincent Ekow Arkorful; Benjamin Kweku Lugu

doi:10.1007/s11115-021-00557-x

Voters’ behavior: Probing the salience of Manifestoes, Debates, Ideology and Celebrity Endorsement

Vincent Ekow Arkorful^*, Benjamin Kweku Lugu

^*Corresponding author for this work

Department of Government and International Studies

Research output: Contribution to journal › Article › peer-review

Abstract

The transition from military to democratic rule has inter alia culminated in entrenching elections as a political culture. This has sparked longstanding debate about voting behavior determinants in Ghana. Therefore, this study probes voters behavior infleuncers using a conceptual model anchored on the theory of reasoned action. Data was drawn using questionnaires. Data (n = 401) analysis results using the structural equation modelling technique revealed a significant relationship between celebrity endorsement, ideology, manifesto and debate, and attitude. Further, celebrity endorsement, debate and attitude were revealed to significantly relate voters’ voting intention. Given these outcomes, implications and suggestions for further research, are outlined.

Original language	English
Pages (from-to)	1025–1044
Number of pages	20
Journal	Public Organization Review
Volume	22
Issue number	4
Early online date	12 Sep 2021
DOIs	https://doi.org/10.1007/s11115-021-00557-x
Publication status	Published - Dec 2022

Scopus Subject Areas

Business, Management and Accounting (miscellaneous)
Law

User-Defined Keywords

Elections
Ghana
Political party
Voter’s behavior
Voting

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10.1007/s11115-021-00557-x

Cite this

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title = "Voters{\textquoteright} behavior: Probing the salience of Manifestoes, Debates, Ideology and Celebrity Endorsement",

abstract = "The transition from military to democratic rule has inter alia culminated in entrenching elections as a political culture. This has sparked longstanding debate about voting behavior determinants in Ghana. Therefore, this study probes voters behavior infleuncers using a conceptual model anchored on the theory of reasoned action. Data was drawn using questionnaires. Data (n = 401) analysis results using the structural equation modelling technique revealed a significant relationship between celebrity endorsement, ideology, manifesto and debate, and attitude. Further, celebrity endorsement, debate and attitude were revealed to significantly relate voters{\textquoteright} voting intention. Given these outcomes, implications and suggestions for further research, are outlined.",

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Voters’ behavior: Probing the salience of Manifestoes, Debates, Ideology and Celebrity Endorsement

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