DEMARKETING POLITICALLY IMPOSED CANDIDATES: A PATHWAY TO GENUINE DEMOCRACY IN NIGERIA

Abstract

This study, titled Demarketing Politically Imposed Candidates: A Pathway to Genuine Democracy 
in Nigeria, examined the application of demarketing within the political context, with particular 
focus on its effects on electoral integrity, voter trust, and political accountability, as well as the 
mediating role of voter political awareness. A quantitative survey research design was adopted. Data 
were collected through a structured questionnaire administered via Google Forms, yielding 262 valid 
responses from Nigerian voters. The instrument employed a four-point Likert scale ranging from 
strongly disagree to strongly agree in order to eliminate neutral responses and encourage clearer 
opinion expression. Data were analyzed using descriptive statistics, analysis of variance (ANOVA), 
and Partial Least Squares Structural Equation Modeling (PLS-SEM) implemented through 
SmartPLS, with measurement and structural model assessments confirming reliability, validity, and 
acceptable model fit. The findings revealed that demarketing politically imposed candidates 
significantly enhances voter trust and political accountability but does not exert a significant direct 
effect on electoral integrity. Furthermore, the results indicated that voter political awareness 
significantly mediates the relationship between demarketing politically imposed candidates and 
democratic outcomes. The study concluded that demarketing politically imposed candidates 
represents a viable political marketing approach for strengthening democratic participation and 
accountability in Nigeria. Accordingly, the study recommended intensified voter education 
programmes, more transparent political party nomination processes, and stronger civil society 
advocacy aimed at discouraging candidate imposition.