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This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study examines the mediating role political efficacy plays in enhancing the relationship.

With a positivist mindset, and adopting the survey strategy, data gathered from the questionnaire administered from the sampled 320 young voters (18-29 years) in Greater Accra were quantitatively analyzed. An exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to assess and confirm the proposed scales validity and the relationships of the research model.

The study revealed that a political party or candidate’s ability to achieve political participation from Ghanaian young voters’ is dependent on how effective they build customer relationship or gaining visibility through social media. In addition, the study showed that political efficacy mediates the relationship between customer relationship building or gaining visibility through social media and political participation among Ghana young voters. Thus, young voters in Ghana must see themselves to have a say in the affairs of political parties through the political messages they gather from social media platforms to enhance their political participation activities.

The results of this paper will enable political marketers and politicians not only in Ghana but across the globe, to better understand how social media as a communication tool could be used to positively influence users’ political participation.

Considering the uniqueness of this study in a Ghanaian context, this paper is the first of its kind to use the social capital theory in examining the mediating role political efficacy plays in enhancing the relationship between political marketing on social media and young voters’ political participation.

Conducting research with young migrants offers an important opportunity to understand better their own perspectives on their migration experiences. Yet, engaging migrant youth in research can be fraught with ethical and methodological challenges. Institutional ethics processes have a tendency to prioritise standard principles – many of which depart from the ethical sensitivities that emerge during research practice. In this chapter, the authors explore some of the procedural and situated ethical issues involved in conducting research with child and youth migrants in Ghana. In particular, the authors highlight how the diversity of young migrants prompts definitional issues about what constitutes childhood and youth, and in different socio-cultural spatial settings. Differing categorisations of child and youth generate issues of representation and guide adult-led decisions about children’s assumed competencies and vulnerabilities to participate in research. The precarious living circumstances of many migrant children, including the absence of parental figures or legal guardians, coupled with language and cultural barriers, present particular difficulties for securing informed consent. Challenges of this kind can deny young migrants the opportunity to participate in research about their own lives and serve to reproduce dominant power asymmetries and assumptions about these children’s vulnerabilities. The authors conclude by offering some suggestions for how researchers might develop critical ethical reflexivity to support the meaningful and ethical engagement of young migrants in research.