Abstract:
ABSTRACT
This chapter explores the intricate connection between celebrity endorsement, political engagement and
voter behaviour in the political marketing landscape of Ghana. This study examines the challenges and
opportunities associated with celebrity involvement in politics and offers recommendations for
effectively utilising celebrity status in political contexts. The researchers conducted interviews with
potential voters in Cape Coast, a city located in the central region of Ghana. The interview findings
indicate that celebrities’ failure to win elections, both for themselves and for the political parties they
support, can be attributed to several factors. These include their detachment from grassroots
communities, limited social impact, inadequate involvement in political party activities, and a mismatch
between their previous lifestyle and campaign messages. The authors provide recommendations for
celebrities seeking to achieve successful entry into politics. The recommendations encompass
participating in grassroots activities, establishing connections with individuals, creating a social impact,
upholding authenticity and a positive image, and displaying long-term dedication.
