THE STAGES OF STOPPING AN ELECTION-LED VIOLENCE: AN INSIGHT OF A SOCIAL MARKETING INTERVENTION IN GHANA

Abstract

Purpose: The study is conducted purposely to investigate the stages of doing away with an election-led violence considering what a social marketing can do in Ghana.

Design and methodology: In order to understand and describe the stage of change behavior the electorates in Ghana, the study adopts a quantitative method approach to gather and analyze the data collected from the 300 electorates in the three Northern regions of Ghana.

Findings: The study found that Ghana is ever prepared to conduct a violence-free election and maintain the peace that she is enjoying currently and as such is at the preparation and maintenance stages.

Originality and value: The value of this study lies above the behavioral change of Ghanaians as far as the conduct of elections are concerned, considering the number of confusions and fighting which took place in certain regions during the December 7, 2020 general elections and urge the people of Ghana not to entertain fears of war before, during, and after elections.

Conclusion: Though, Ghanaians are ever ready and prepared to maintain the peace that they are enjoying by conducting a violence-free election, the government, security agencies, churches and all the important stakeholders having the responsibility of doing everything possible to ensure that this peace is maintained in the country.

Keywords: the stages of change, behavior, election-led violence, Ghana.