Unpacking the Power of Local Leaders: The Role of Social Influence and Shared Identity in Mobilizing Election Campaign Participation in Zambia

Previous literature demonstrates that people comply with leaders’ calls to vote or attend community meetings. Yet, scholars do not completely understand who can best mobilize citizens, and why. In this study, we unpack why some mobilizers are more successful than others. Drawing on two original datasets, including a survey experiment conducted in the run-up to the 2021 Zambian elections, we find citizens are more willing to participate when mobilized by those with greater influence over the community and the scope of the individual’s life. Moreover, where mobilizers are more influential, individuals view them as more legitimate and more likely to sanction non-compliance. By contrast, whether a mobilizer is a co-ethnic has no significant influence. The findings are independent of actor type. This suggests that scholars should shift attention away from a focus on leader types and social identities and focus instead on the relationships between mobilizers, citizens, and communities.