The Impact of Information and Communication Technology on Political Marketing in Nairobi County

Abstract

In the age of the digital revolution, information and communication technologies are permeating all societal levels and influencing how each nation develops. Today, the effectiveness of the process will mostly depend on the people and the administration of each country. As a crucial step in the development process, this study looked at how ICT affects political marketing in Kenya. The general objective of the study was to examine the impact of ICT on political marketing in Kenya, case of Nairobi County. The specific objectives included: To examine the impact of ICT channels on political marketing in Nairobi County; To evaluate the impact of communication strategies on political marketing in Nairobi County and last but not least to define the influence of information literacy on political marketing in Nairobi County. The study employed diffusion of innovation theory and political marketing theory. Both primary and secondary data were employed in the investigation. With 1 million respondents as the target population, a sample size of 384 was determined using the Krejci and Morgan table. The results of the study demonstrated how ICT influences political marketing. Information literacy was the main study variable, with mean of 3.8750 and standard deviation of.48718. Therefore, the study suggested political candidates increase their use of social media during their campaigns. More resources should be channeled towards ICT infrastructure so as to enable effectiveness and efficiency of internet usage