Opinion Poll on the Use of Multilingual Marketing Strategy for Political Advertising in Nigeria

A Study of Nigerian Labour Party 2023 Political Campaigns

Abstract

This study examined the use of multilingual marketing strategy for political advertising in Nigeria: A study of Nigerian Labour party 2023 political campaigns. This research employs a survey methodology to sample opinion from respondents of Nigeria citizen of voting age, the study is anchored on Elaboration Likelihood Model (ELM). Findings amongst others showed  that audience are aware and  were able to remember the Labour party political slogans as a result of the utilization of the multilingual marketing strategy in Political advertising, the study also finds out that the Nigeria voting audience really love it when their languages are being incorporated for political campaigns, particularly the all-round pidgin language widely used in Nigeria which was also deployed by the Nigeria Labour party for the 2023 political campaign. This, to a great extent, according to responses in this study gave structure to the Labour Party against the no structure campaign used by opposition Party and the study recommends that political parties and candidates consider linguistic diversity and the use of multilingual marketing as an essential component of their campaign strategies. Also, the study recommends that Political campaign messages should not be deceptive irrespective of the language used for the transmission.