Authors: Ighodalo, David Ehizojie
Abstract: Cycle elections in Nigeria are not merely temporal phenomena but are characterized by significant political realignments that reshape the partisan composition of state governments. This study examines the influence of hybrid political marketing strategies on election outcomes in Nigeria's gubernatorial cycle elections across Edo, Ondo, and Osun States. Adopting a comparative case study design, the research surveyed 1,200 registered voters (400 per state) using multi-stage cluster sampling, with data collected through structured questionnaires measuring voter exposure to marketing strategies and perceptions of electoral integrity. Findings reveal that traditional media remain dominant in terms of posters/billboards (88%), radio jingles (84.3%), and rallies (78.3%), while WhatsApp (69.7%) emerged as the most effective digital platform. Voter turnout declined consistently: Edo recorded 25.2% (2020) to 22.08% (2024); Ondo declined from 32% (2020) to 24.8% (2024); while Osun increased marginally from 42.2% (2022) to 43.2% (2026). Only 28% of respondents believe their votes count, and 24% trust INEC, reflecting an electoral efficacy crisis. This study concludes hybrid political marketing, integrated with grassroots mobilization and institutional transparency, can enhance electoral participation, thereby recommends integrated communication strategies, strengthened electoral integrity, allowing the will of electorate to prevails and regulated off-cycle campaign conduct.
