Voter Perception and Prefernces Towards Social Media Advertisements of Political Candidates in 2023 General Elections in Enugu State

ABSTRACT Social media have become an indispensable platform where political candidates launch their advertisements. However, social media advertisements for political candidates may affect how voters perceive them as well as influence their choice of candidates. This study aims to examine voter perception and preferences towards social media advertisements of political candidates in the context of the 2023 general elections in Enugu State. Survey questionnaire was used to collect data from the respondents. Multistage sampling technique was used to select respondents and administer copies of questionnaires for the research. The data was analysed quantitatively. The study was anchored on two theories: the uses and gratifications theory and the media equation theory. Findings from the study revealed that voter exposure level to social media advertisements for political candidates is high. Also,the voters perceived social media advertisements of political candidates as visually elaborate and colorful, entertaining, persuasive, educative, memorable, engaging, and interactive. The study further revealed that factors like party, youthfulness, religion, integrity (character), competence, and capacity of the political candidate significantly shaped and influenced the choices of the voters for political candidates’ advertisements on social media in the 2023 general election. Finally, the study recommends, among other things, that political candidates should not only rely on social media advertisements but also work on their integrity, character, and competency, as the study discovered that this constitutes part of the essential factors that shape the voters’ choices.