Proceedings of the International Conference on Sustainable Business and Entrepreneurship (ICSBE 2025)

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Emotional Branding Strategies and Voter Participation: The Mediating Role of Campaign Songs and Voter Attachment

Authors
Divine Mawuli Akwensivie1, *, Elikem Chosniel Ocloo1, Bernard Zenifar1, Issac Sewornu Coffie1, Michael Kwame-Adjei2
1Department of Marketing, Faculty of Business, Accra Technical University, Accra, Ghana
2Department of Marketing, University of Professional Studies Accra, P.O. Box LG 149, Accra, Ghana
*Corresponding author. Email: dmakwensivie@atu.edu.gh
Corresponding Author
Divine Mawuli Akwensivie
Available Online 26 December 2025.
DOI
10.2991/978-94-6463-930-8_12How to use a DOI?
Keywords
emotional branding; campaign songs; voter attachment; voter participation; political marketing; Ghana
Abstract

Voter participation is central to democratic legitimacy, yet election turnout in Ghana and globally has recently declined. This study examines how emotional branding strategies influence voter participation, with campaign songs and voter attachment serving as mediators. Anchored in the Stimulus–Organism–Response (S–O–R) model, attachment theory, and social identity theory, a quantitative survey of 504 registered voters was analyzed using SmartPLS 4. The results show that emotional branding significantly enhances voter participation both directly and indirectly, explaining 59.7% of its variance. Campaign songs function as powerful cultural tools that reinforce collective identity and mobilize voters, while voter attachment strengthens psychological loyalty and emotional engagement. Mediation tests confirm that campaign songs and voter attachment jointly transmit the effects of emotional branding on participation. These findings extend political marketing literature by integrating psychological and cultural pathways of voter participation and offer practical insights for political actors seeking to foster sustained electoral engagement in emerging democracies.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Business and Entrepreneurship (ICSBE 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
26 December 2025
ISBN
978-94-6463-930-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-930-8_12How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Divine Mawuli Akwensivie
AU  - Elikem Chosniel Ocloo
AU  - Bernard Zenifar
AU  - Issac Sewornu Coffie
AU  - Michael Kwame-Adjei
PY  - 2025
DA  - 2025/12/26
TI  - Emotional Branding Strategies and Voter Participation: The Mediating Role of Campaign Songs and Voter Attachment
BT  - Proceedings of the International Conference on Sustainable Business and Entrepreneurship (ICSBE 2025)
PB  - Atlantis Press
SP  - 144
EP  - 167
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-930-8_12
DO  - 10.2991/978-94-6463-930-8_12
ID  - Akwensivie2025
ER  -