NESTA OSAS EHIGIE

This study examines the evolution of political campaign strategies and their impact onvoterbehaviour in Benin City, Nigeria, through a comparative analysis of the 2019 and 2023general elections. In 2019, campaigns predominantly relied on traditional methods such as rallies, posters, radio jingles, door-to-door canvassing, and face-to-face mobilization, which reinforcedpartyloyalty, personality politics, and ethno-regional affiliations, particularly in rural and semi-urbanareas. By 2023, there was a notable shift toward digital strategies, including social mediaplatforms (Twitter, Facebook, WhatsApp, Instagram), targeted messaging, influencerendorsements, and data-driven audience segmentation, which effectively mobilized urbanyouthand disillusioned voters seeking transparency, reform, and candidate competence over partyidentity. Despite this, challenges persisted, including the digital divide (limiting online reachinrural areas), misinformation, fake news, vote-buying, voter apathy, and security concerns. Theresearch highlights hybrid campaign models combining traditional and digital approaches, variations in voter behaviour across socio-demographic groups (e.g., age, urban-rural divide), and the growing influence of candidate-based politics. Guided by research questions onpredominant strategies, differences in voter behaviour, the role of digital media, and influencingfactors, the study aims to identify campaign methods, analyze behavioural shifts, assess mediainfluences, and investigate responsiveness factors. Focused solely on Benin City andthetwospecified election cycles, this work contributes to understanding political communication, enhances strategies for ethical engagement, supports voter education efforts, and providesinsights for strengthening democratic processes in Nigeria.