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

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  • Vincent Ekow Arkorful

    (Hong Baptist University)

  • Benjamin Kweku Lugu

    (University of Alabama)

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.

Suggested Citation

  • Vincent Ekow Arkorful & Benjamin Kweku Lugu, 2022. "Voters’ behavior: Probing the salience of Manifestoes, Debates, Ideology and Celebrity Endorsement," Public Organization Review, Springer, vol. 22(4), pages 1025-1044, December.
    • Handle: RePEc:kap:porgrv:v:22:y:2022:i:4:d:10.1007_s11115-021-00557-x
    DOI: 10.1007/s11115-021-00557-x
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    References listed on IDEAS

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    1. Anthony Downs, 1957. "An Economic Theory of Political Action in a Democracy," Journal of Political Economy, University of Chicago Press, vol. 65(2), pages 135-135.
    2. Alexander Diani Kofi Preko & Samuel Kwami Agbanu & Mawuli Feglo, 2020. "Political Marketing Strategy: Soundbites and Voting Behaviour in Contemporary Ghana," Journal of African Business, Taylor & Francis Journals, vol. 21(3), pages 375-394, July.
    3. Craig Garthwaite & Timothy J. Moore, 2013. "Can Celebrity Endorsements Affect Political Outcomes? Evidence from the 2008 US Democratic Presidential Primary," The Journal of Law, Economics, and Organization, Oxford University Press, vol. 29(2), pages 355-384, April.
    4. Sarah Brierley & Eric Kramon & George Kwaku Ofosu, 2020. "The Moderating Effect of Debates on Political Attitudes," American Journal of Political Science, John Wiley & Sons, vol. 64(1), pages 19-37, January.
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