THE EFFECT OF SOCIAL MEDIA ON VOTING BEHAVIOUR IN NIGERIA: A CASE STUDY OF THE 2023 HOUSE OF REPRESENTATIVES ELECTION IN IKONO/INI FEDERAL CONSTITUENCY

ABSTRACT Social media has increasingly influenced voting behavior in Nigeria, playing a critical role in shaping political discourse, voter awareness, and participation. With the rapid growth of internet access, platforms like Facebook, Twitter, and WhatsApp have become essential tools for political campaigns, voter mobilization, and the dissemination of information. Social media empowers citizens by providing them with real-time updates, a platform for political engagement, and access to diverse opinions. However, it also poses challenges, such as the spread of misinformation and echo chambers that can polarize voters. The influence of social media on voting behavior in Nigeria highlights the potential for both positive and negative impacts on democratic processes, as it enhances political participation but also requires careful management to mitigate the risks of misinformation and manipulation. The findings of this study revealed some interesting facts based on the data gathered through the research instrument. This study is centered on exploring the effect of social media on voting behavior in Nigeria. A case study of the 2023 House of Representatives election in Ikono/Ini Federal constituency. Resting heavily on the agenda-setting theoretical paradigm, the study presents findings that are in tandem with what other scholars have found in related studies. The findings suggest that social media platforms have a significant impact on voting behavior in Nigeria, particularly among the youth and urban populations. The study recommended that Implement nationwide digital literacy programs that educate voters on how to critically evaluate information found on social media. This should include training on identifying fake news, understanding the impact of echo chambers, and recognizing bias in online content. Enhancing digital literacy will empower voters to make informed decisions based on credible information rather than being swayed by misinformation or manipulated content.