Political marketing and sustainable leadership: A study on students’ union government (SUG) of federal university, Otuoke, Bayelsa state

Political Marketing is essential to shape opinions, influence choice and galvanizes support for candidates and causes. This study “Political Marketing and sustainable leadership. Is aimed to examine the effect of political marketing products on sustainable leadership of student union government (SUG), federal university Otuoke, Bayelsa state. The research questions and hypotheses were postulated accordingly. Theoretical framework of the study anchored on Social exchange and transformational leadership theories. Survey design was adopted for the study. The population of this study comprised forty two thousand undergraduate students. Sample size of two hundred and eleven (211) was arrived at, using Slovin’s formular. Questionnaire was used for data collection through personal method. Cronbach’s coefficient Alpha reliability was tested while descriptive statistics was used to determine the Mean and Standard Deviation of responses while multiple regression analysis technique was adopted in testing the hypotheses with the aid of SPSS version 23. The results of the analysis revealed that, student welfare has significant effect on sustainable leadership. The study recommends that, University administration should Provide student leaders with mentorship and advice on sustainable leadership concepts and ethical marketing techniques, among other things.