Assessing Social Media’s Influence on Peter Obi’s Campaign during the 2023 Presidential Election in the Federal Capital Territory of Nigeria

Abstract

This study examines the strategic use of social media platforms by Peter Obi, the Labour Party candidate, during Nigeria's 2023 presidential election in Abuja, the Federal Capital Territory (FCT) of Nigeria. Employing a quantitative survey design, data were collected from 370 respondents across the FCT's six area councils to evaluate platform effectiveness, voter engagement and challenges. Results revealed Twitter, now X (39%) and Facebook (32%) as the dominant channels for disseminating campaign messages, with 76% of respondents rating the campaigns as practical or very effective. Social media significantly influenced youth mobilisation, with 85% agreeing it bolstered Obi's candidacy through relatable content on unemployment, education and corruption. However, challenges such as misinformation (25%), hate speech (28%) and cybersecurity threats (10%) undermined credibility. The study underscores social media's transformative role in Nigerian politics, enabling direct voter interaction and agenda-setting while exposing vulnerabilities to digital risks. Recommendations include diversifying platform usage, enhancing fact-checking mechanisms and implementing ethical regulations to balance free expression and accountability. These findings highlight the dual-edged impact of social media in democratising political participation and amplifying electoral risks, offering insights for future campaign strategies in digitally evolving democracies.