Voters Perception of the Effectiveness of Social Media in Gaining Popularity for Political Candidates During the 2023 Governorship Election in Nasarawa State

ABSTRACT

This study investigates voters’ perceptions of the effectiveness of social media in enhancing the popularity of political candidates during the 2023 governorship elections in Nasarawa State, Nigeria. Against the backdrop of increased reliance on digital platforms for political communication, the research seeks to assess how social media influenced voter engagement and decision-making. Using a survey method, data was gathered from 350 respondents selected across various communities within the state. The study reveals that a significant proportion of voters considered social media a powerful tool in shaping political opinions, with over 90% acknowledging its role in influencing their electoral decisions. Notably, platforms like Facebook, WhatsApp, Twitter, and Instagram were instrumental in campaign outreach. However, challenges such as misinformation, limited digital literacy, and negative online behavior were identified as impediments to effective political communication. The findings suggest that while social media has great potential to enhance political participation and candidate popularity, addressing its pitfalls is essential for sustaining democratic processes in Nigeria.