This study focuses on the influence of billboard advertisements on the choice of candidates in the 2023 elections: A study of Etsako West voters. It was carried out to ascertain how billboards influence voters' choice of candidates during elections, and it focused on the 2023 general election in Nigeria. The respondents were taken from Etsako West Local Government Area of Edo State. Survey research design was adopted using well-structured questionnaires for the study. The study was anchored on Expectancy Theory. The data for this study were collected from voters in Etsako West Local Government Area of Edo State. The data were presented, analyzed, and interpreted using the Statistical Package for Social Sciences (SPSS, Version 23). The study found that billboard advertisements contribute to the awareness of candidates who contested in the elections but had limited influence on voters' choice of candidates. The study recommended that politicians and their parties should continue to use billboards for elections since they contribute to the public awareness of candidates contesting elections. The research further suggested that politicians and their parties should explore alternative campaign strategies, as billboards were found to have had minimal influence on voters' choice of candidates.
Vol. 3, No 2, pp. 1-8.