INFLUENCE OF SOCIAL MEDIA ON VOTERS’ CHOICE OF CANDIDATES: A STUDY OF 2023 GUBERNATORIAL ELECTION IN ENUGU STATE

ABSTRACT This study focused on the influence of social media on voters’ choice of candidates with special reference to 2023 gubernatorial election in Enugu State. The specific objectives are; to identify the social media platforms used for political campaign in the 2023 gubernatorial election in Enugu State; to assess the degree the political parties use social media platform for campaigns; to determine the effect of social media on the choice of candidates during the 2023 gubernatorial election in Enugu State. The survey method will be used to gather data on the influence of social media on voters’ choice of candidates. The population of the study was eligible and accredited voters for the 2023 gubernatorial election in Enugu metropolis during the 2023 election which is 603893. Sample size of 400 was gotten through Tarro Yamane formula. The findings of the study reveal that 3 social media platforms were used for political campaign during the 2023 gubernatorial election in Enugu State. Though these platforms had their peculiarities and different targeted populations of the voters, their adoption aided a wide coverage of voters. The platforms include Facebook, WhatsApp, Twitter now known as X handle, Instagram and Short Message Service (SMS). The study reveal that these platforms were mostly used for political campaign during the 2023 governorship election in Enugu State. The study further revealed from the second research question that the extent of social media usage for campaign in the 2023 gubernatorial election in Enugu State was high. It indicated that social media was used to publicize party manifestos during the 2023 governorship election in Enugu State; to disseminate information on the political antecedents candidates during of the 2023 governorship election in Enugu State; that social media was used to criticize perceived political opponents during the 2023 governorship election in Enugu State; that electorates mostly comment and participate in political discourses using social and that the Short Message Services (SMS) was mostly used to influence the decision of the electorate on the choice of candidates during the 2023 gubernatorial election. The study recommends that social media being veritable tool for quick information dissemination especially during elections, should be well regulated to curtail the spread of fake and uncensored information especially on political candidates as this could harm the reputation and career of the candidate falsely. 3 3 4 15 22 30 37 67 82