EVALUATION OF SOCIAL MEDIA EFFECT ON THE VOTING BEHAVIOUR OF YOUTHS IN NIGERIA (A STUDY OF 2023 PRESIDENTIAL ELECTION)

ABSTRACT This study examines the “Evaluation of Social Media Effect on the Voting Behaviour of Youth in Nigeria (A Study of 2023 Presidential Election)”. Through a survey research design involving surveys and qualitative interviews, the research explored the extent of political actors' use of Facebook for voters’ behaviors, the strategies employed, the impact on electoral processes, and users' perceptions and responses. The study theoretical framework adopted Agenda setting. The findings highlighted that social media played a significant role in influencing the voting behavior of Nigerian youths during the 2023 Presidential Election, as seen in Tables 4, 5, and 6. A considerable percentage of respondents, 54.29%, agreed that social media directly impacted their voting decisions (Table 4). The study recommended that there is a pressing need for digital literacy programs aimed at young voters. These programs should focus on critical media literacy, helping users to identify misinformation, understand the sources of content, and evaluate the credibility of political information encountered on social media. By empowering youths with the skills to navigate the digital landscape, the negative impacts of misinformation can be significantly reduced.