Abstract:
This study determined the direct effect and mediating effect of the presidential candidate’s perceived
image, attitude towards voting and perceived image of the political party on the relationship between
digital media exposure and voting intention. A quantitative research approach was utilised. Of the
350 questionnaires distributed, 302 usable self-administered questionnaires were retrieved for the
final data analysis, representing a response rate of 87 percent. Partial least Squares Structural
Equation Modeling (PLS-SEM) was employed in the data analysis. Significant relationships were
found between the presidential candidate’s perceived image and attitude towards voting and
between attitude towards voting and voting intention. Important to note about the study findings
is that the mediating variables perceived image of the presidential candidate, perceived image of
the political party and attitude towards voting partially mediates digital media exposure and voting
intention relationship. This study contributes new knowledge to the existing body of digital media
literature in Africa - a context that is often most neglected by some researchers in developing
countries.
