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

Vincent Ekow Arkorful*, Benjamin Kweku Lugu

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-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 languageEnglish
Pages (from-to)1025–1044
Number of pages20
JournalPublic Organization Review
Volume22
Issue number4
Early online date12 Sep 2021
DOIs
Publication statusPublished - 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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