A new study has shown that endorsement of politicians by celebrities is not key for mandatory voters’ choice during elections.
The study published by Technium Social Science noted that a celebrity endorsement is a tool in political communication used to propel the image of political parties and their candidates.
The study, which was led by Daha Tijjani Abdurrahaman from the National Open University of Nigeria, concluded that the credibility of the party and its equity play a pivotal role in the voting intention of voters.
The study urged political parties to focus and invest more effort, resources and energy in branding their parties with meaningful manifestos that would touch the lives of the electorate.
“Taken collectively, the new empirical findings in this study would provide a new understanding of this new political marketing strategy in the Nigerian context,” it said.