Evaluating Social Media Influence on Political Mobilisation in the 2023 Presidential Campaign in Nigeria

Abstract

This study examines the influence of social media on political mobilisation during the 2023 Nigerian presidential election campaign. Grounded in Uses and Gratifications Theory, the research evaluates how social media platforms facilitated political engagement, influenced voter behaviour, and shaped political discourse. A quantitative research approach was employed, utilising structured questionnaires distributed to 400 respondents, with 381 valid responses analysed using descriptive statistics. Findings revealed that Facebook was the dominant platform for political engagement (34.9%), with 69.8% of respondents frequently interacting with political content. The study also highlighted social media's significant impact on voting decisions, with 62.4% of respondents acknowledging its influence. Despite its benefits, misinformation and challenges in content verification were considered major obstacles. The research concluded that social media has aided political communication in Nigeria, necessitating a strategic, multi-platform approach for future political campaigns. Recommendations include enhanced digital literacy programmes and regulatory frameworks to mitigate misinformation while optimising social media's mobilisation potential.