An Exploration of the Long-Term Impact of Political Marketing Campaigns on Voter Loyalty to Female Politicians in Ghana

This study investigates the role of political marketing in enhancing female political representation within Ghana’s electoral landscape. Despite growing global emphasis on gender equality in politics, women in Ghana continue to face significant barriers to political participation and electoral success. Drawing on Political Marketing Theory and employing a quantitative research design, the study explores how advertising, media engagement, and grassroots mobilization strategies influence voter support for female candidates (VSFC). The research further examines the moderating effects of socio-demographic factors, such as age, education, and income on the relationship between these political marketing strategies and electoral support. The findings provide empirical insights into how tailored campaign strategies can enhance the visibility and viability of female candidates. The study contributes to both theory and practice by advancing a conceptual model that integrates political marketing variables with socio-demographic moderators, and by offering practical recommendations for political parties, policymakers, and advocacy groups seeking to increase female representation in Ghanaian politics.