Abstract:

The study examined Online Political Marketing: Ramifications and Prospects for Nigeria's General Elections in 2023. The study set out to determine the level of online marketing in the general election of 2023, the impact of online media political marketing on Calabar Municipal residents' selection of Nigerian presidential candidates for 2023, the factors that prevent the effective use of online marketing for the 2023 presidential election, and the best course of action to address these issues. Cultivation theory provided the theoretical foundation, while the survey was the research tool. According to the study, online marketing is here to stay and is currently heavily utilized by political parties to communicate the platforms and philosophies of the candidates running in Nigeria's general elections in 2023. Therefore, regardless of the availability of conventional and social media advertisements, political parties or other stakeholders that want to successfully market their beliefs cannot abandon political online marketing. Political parties and other stakeholders that have not yet embraced digital advertising are advised to do so since it offers a number of advantages over traditional political advertising. In order to reach a wider audience, particularly among political stakeholders without online marketing receivers, it was further recommended that political parties and stakeholders who are solely utilizing online marketing supplement their efforts with conventional media.