Democracy and Political Marketing in Nigeria: 2015, The Critical Turning Point
DOI:
https://doi.org/10.46881/ajh.v5i0.229Keywords:
Political marketing strategies, Advertising, Branding, Integrated Marketing Communication (IMC), Social MediaAbstract
Nigeria’s current democratic dispensation which started in 1999 entered its sixteenth year with the general elections held between March 28 and April 11, 2015. This study takes a retrospective look at Nigeria’s democratic journey since independence, with particular emphasis on the 2015 Presidential elections won by the opposition All Progressive Congress’ (APC) candidate, General Mohammadu Buhari. The processes leading to the 2015 general elections; its results and reactions to the results and the electoral process are reviewed from the political marketing perspective. Survey, observation and review of relevant literature formed the body of data for the study. The study submits that market-oriented strategy is starting to evolve in Nigeria and also that the country has reached a critical juncture in her democratic journey and she cannot afford to slide back.References
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