THE RELATIONSHIP BETWEEN SOCIAL MEDIA USE AND YOUTH POLITICAL CAMPAIGN: (A STUDY OF YOUTH IN BAUCHI METROPOLIS)
Abstract
ABSTRACT
This study examined the relationship between social media use and youth political campaigns in
Bauchi Metropolis, focusing on how platforms like Facebook influence political participation,
mobilization, and opinion formation among young people. Using data collected from 370
respondents, the findings revealed that most youths actively use Facebook to follow political
events, share campaign materials, and engage in discussions that shape their political awareness
and involvement. The study further showed that Facebook serves as a powerful tool for mobilizing
youths toward political causes, enabling politicians and civic actors to reach a wide audience
efficiently. However, challenges such as misinformation, high internet costs, and limited digital
literacy were identified as factors hindering effective participation. Overall, the study concluded
that while social media significantly enhances political engagement among youths, addressing
these challenges is vital for promoting responsible and inclusive political participation in Bauchi
Metropolis.
Keywords: Social Media, Youth, Political Participation
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