SOCIAL MEDIA AND VOTING BEHAVIOR IN BAUCHI LOCAL GOVERNMENT AREA AND EMPIRICAL STUDY OF 2023 PRESIDENTIAL ELECTIONS.

ABSTRACT This study investigates the influence of social media on voting behavior in Bauchi Local Government Area (LGA) during the 2023 presidential elections in Nigeria. With the increasing penetration of digital technology and the widespread use of platforms such as WhatsApp, Facebook, Twitter (X), and Instagram, social media has become a central tool for political communication, particularly among youth and first-time voters. The study aimed to examine the extent of social media usage among voters, identify the most commonly used platforms for political engagement, assess the impact of digital content on political awareness and electoral decisions, and explore the role of social media in mobilizing political participation. A quantitative research design was employed, and data were collected through structured questionnaires administered to a sample of 400 registered voters selected from the total population of 312,854 eligible voters in Bauchi LGA, as recorded by the Independent National Electoral Commission. The data were analyzed using descriptive and inferential statistics, including frequency distributions and Chi square tests. Findings revealed that WhatsApp and Facebook were the most widely used platforms for political engagement, with over 60% of respondents reporting that social media influenced their political awareness and voting choices. Notably, more than 80% of first-time voters indicated that their decision to vote was influenced by content encountered on social media. The study found a statistically significant relationship between social media usage and voting behavior, confirming that digital platforms played a key role in shaping electoral outcomes. The study concludes that social media has evolved into a powerful tool for voter education, political mobilization, and democratic participation in Nigeria. It recommends that political actors, electoral bodies, and civil society organizations integrate social media strategically into their political engagement and voter outreach efforts. The study also advocates for digital literacy programs to ensure responsible use of social media in the democratic process.