International Journal of Sub-Saharan African Research (IJSSAR)

Background: The 2023 Nigerian presidential election was one of the most competitive in the country’s political history, with the All Progressives Congress (APC) and People’s Democratic Party (PDP) which were the two major political parties, deploying diverse strategies to mobilise voters and shape electoral outcomes. Digital media, coupled with traditional methods such as door-to-door mobilisation, significantly influenced campaign dynamics, voter perception, and voter behaviour.
Objective: This study investigated the persuasive, engagement, and communication strategies adopted by APC and PDP in the 2023 presidential election, and assessed their effectiveness on the electorate.
Method: Guided by Media Dependence Theory and Rational Choice Theory, the study employed a survey research design. The population comprised 553,736 registered voters across three Local Government Areas in Edo State. Using Taro Yamane’s formula, a sample size of 400 was proportionally allocated. Data were collected through a validated 24-item questionnaire (Cronbach’s Alpha = 0.81) and analysed using descriptive statistics and chi-square tests. Ethical principles of consent, confidentiality, and voluntary participation were upheld.
Result: Findings reveal that persuasive strategies relied on ethnic and religious appeals, economic promises, and negative attacks, alongside positive image-laundering efforts. Engagement strategies combined digital campaigns with grassroots mobilisation, while communication clarity was mixed—strengthened by charismatic leadership and promises but weakened by vague policies, misinformation, and negative campaigning. Voter perceptions were polarised, shaped by economic realities and exposure to fake news, yet many remained committed to future democratic participation.
Conclusion: The study concludes that while APC and PDP strategies mobilised participation, they also deepened polarisation. It recommends issue-based persuasion, structured civic education, fact-checking collaborations, digital literacy promotion, and clearer economic policy communication. Unique contribution to Knowledge: This study uniquely contributes to knowledge by integrating Media Dependence and Rational Choice theories to analyse how persuasion, engagement, and communication strategies shaped voter behaviour in Nigeria’s 2023 presidential election. It provides empirical evidence on the interplay between digital and grassroots mobilisation within a polarised political environment. The findings advance understanding of how strategic communication can both enhance participation and intensify division in emerging democracies