Influence of Social Media Influencers on Youths’ Choice of Political Candidates in the 2023 General Election (a Study of Youths in Offa Local Government)

ABSTRACT
This study is examined the effect of social media influencers on youths’ choice of political candidates in the 2023 general elections (a study of youths in Offa Local Government). The objectives of this study were to determine the degree of exposure to social media influencers among youths in Offa LG during the 2023 general elections, to ascertain the perception of youths in Offa LG on the actions of social media influencers towards the 2023 general elections, to find out the influence of social media influencers on the choice of political candidates during the 2023 general elections and to know the challenges caused by social media influencers on the choice of political candidates among youths in Offa LG towards sustenance of democracy. Survey research method was adopted while questionnaire was used to elicit data from the respondents. Taro Yamane Model was used to determine the sample size for the study. Data gathered for the study was presented and analyzed using frequency distribution table and percentage. The findings of the study revealed that the youths were highly aware of social media influencer during the 2023 general elections; almost all the youths in Offa Local Government were exposed to social media influencers during the 2023 general elections; majority of the respondents perceived social media influencers as a factor in determining the choice of candidates amongst many youths, however, they admitted that social media influencers caused them to vote for a candidate they do not trust; and that social media influencer has positive influence on Offa youths’ choice of candidate in the 2023 presidential election. This study concluded that when there is a free competition between more than one political parties for power, the people get opportunity to consider various alternatives policies, programmes and personalities to exercise their choice. There is therefore, symbiotic relationship between the use of social media, elections and political participation. In Nigeria, there is steady decline in electoral participation since the return to democratic rule. This is as a result of irregularities inherent in the political process in Nigeria. The study recommended that there should be periodic enlightenment on the use of social media platforms for political purpose among the residents of Offa local government. This enlightenment campaign should make use of such instrument like the mass media including social media platforms which the youths of Offa local government are always available on; and that residents of Offa local government should be watchful of fake information on the social media platforms that could misinform them.