Winning Hearts, Winning Votes: How Storytelling Attributes Shape Electoral Outcomes in Political Marketing

Abstract

This study examines the role of storytelling in political marketing during the 2019 general elections in Kwara State, which ended the long-standing political dominance of the Saraki family. The study adopted a quantitative cross-sectional survey design. Data were collected from 319 registered voters who participated in the election through a structured questionnaire. The instrument measured clarity of campaign messages, emotional connections, and reliability and credibility, alongside demographic support, margin of victory, and voter turnout. Data were analysed using PLS-SEM to test the hypothesised relationships. Results show that clarity of campaign messages significantly influenced demographic support, margin of victory, and voter turnout. Emotional connections significantly influenced voter turnout and margin of victory but had no significant effect on demographic support. Reliability and credibility significantly influenced voter turnout and demographic support but had no significant effect on the margin of victory. The findings show that strategic storytelling through clear, consistent, and emotionally engaging narratives shaped the 2019 electoral shift in Kwara State. The study integrates narrative theory with political marketing practice and provides practical direction for campaign strategists in Nigeria and other emerging democracies.