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.
Scopus Subject Areas
- Business, Management and Accounting (miscellaneous)
- Political party
- Voter’s behavior