THE ROLE OF SOCIAL MEDIA IN SHAPING VOTER BEHAVIOUR: A CASE STUDY OF TWITTER CAMPAIGNS DURING NIGERIA’S 2023 ELECTIONS

THE ROLE OF SOCIAL MEDIA IN SHAPING VOTER BEHAVIOUR: A CASE STUDY OF TWITTER CAMPAIGNS DURING NIGERIA’S 2023 ELECTIONS

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

In recent years, social media has transformed from a space of casual social interaction to a significant platform for political communication and civic engagement. Globally, digital platforms like Twitter, Facebook, Instagram, and WhatsApp have emerged as vital tools in influencing political opinions, shaping electoral discourse, and mobilizing citizens, especially in developing democracies (Boulianne, 2015). In the context of Nigeria’s democratic evolution, the 2023 general elections marked a critical turning point, with Twitter playing an outsized role in shaping voter behavior, candidate perception, and public engagement with political campaigns.

Social media’s impact on politics in Nigeria is both extensive and nuanced. With over 30 million active users across various platforms, Nigeria's digital sphere—particularly Twitter—served as a battleground for political narratives, party ideologies, and electoral debates leading up to the 2023 elections (Statista, 2023). Political parties, candidates, and grassroots movements extensively used Twitter to engage voters, spread campaign messages, counter opponents, and mobilize support. The platform’s real-time nature and its ability to amplify grassroots voices made it central to shaping youth participation and electoral expectations.

One of the most notable features of the 2023 elections was the rise of youth-led political engagement movements, notably the “Obidient” movement supporting the Labour Party’s Peter Obi. Twitter played a vital role in fostering political debates, fact-checking claims, and amplifying calls for electoral reforms and transparency. Hashtags such as #EndSARS, #Obidient, and #NigeriaDecides trended nationally and internationally, signaling the growing political consciousness of Nigerian netizens (Okon, 2023). These digital conversations not only influenced political narratives but also shaped voters’ perceptions of candidates, credibility, and political institutions.

However, while Twitter offered a platform for political expression, it also became a medium for misinformation, propaganda, and polarisation. The virality of unverified content and politically motivated disinformation created echo chambers that may have skewed voters’ perceptions and behaviors (Iyengar & Massey, 2019). This duality underscores the complex role of social media as both an enabler of political participation and a potential threat to informed democratic choices.

The 2023 elections thus provide a fertile ground to examine how Twitter campaigns influenced Nigerian voter behavior. Understanding this relationship is vital for political communicators, electoral bodies, and democracy advocates. This study seeks to analyze how political messaging on Twitter shaped voters’ attitudes, candidate preferences, and eventual electoral decisions during Nigeria’s 2023 elections, with specific focus on user engagement and behavioral responses.

1.2 Statement of the Problem

Despite the increasing adoption of Twitter for political campaigning in Nigeria, there is limited empirical research on its actual impact on voter behavior. While previous studies have established that social media can foster political awareness and engagement, there remains a gap in understanding how these digital interactions influence the choices voters make at the polls, particularly in the context of a high-stakes election like Nigeria’s 2023 general elections.

Many campaign strategies employed on Twitter during the 2023 elections sought to connect with tech-savvy, urban youth and politically disenchanted demographics. Yet, it remains unclear whether these strategies translated into meaningful shifts in voter perception, political alignment, or turnout. Furthermore, the role of misinformation and political manipulation on Twitter presents a significant challenge to the credibility of digital political engagement.

The study also confronts the problem of distinguishing between online activism and actual behavioral change. While a user may retweet political content or engage in hashtag campaigns, this does not necessarily imply that they were influenced in their final voting decision. The lack of clarity around this dynamic limits the effectiveness of digital campaign strategies and poses challenges for democratic consolidation in Nigeria.

Given this context, this study aims to fill the knowledge gap by critically examining the relationship between Twitter campaign activities and voter behavior during the 2023 elections. It seeks to explore the patterns of political engagement on Twitter, how users interpreted political messages, and the extent to which these interactions shaped their voting decisions.

1.3 Objectives of the Study

 

To assess the nature and extent of Twitter campaigns during Nigeria’s 2023 general elections.

To evaluate how Twitter political content influenced voters’ perceptions and decisions.

To identify challenges associated with using Twitter for political communication in Nigeria.

 

1.4 Research Questions

What was the nature of political campaigns conducted on Twitter during the 2023 Nigerian elections?

How did Twitter influence voters’ political perceptions and choices during the elections?

What challenges hindered the effectiveness of Twitter as a platform for political engagement?

 

1.5 Research Hypotheses

H₀₁: Twitter political campaigns had no significant influence on voter behavior during the 2023 Nigerian elections.

H₀₂: There is no significant relationship between Twitter engagement and electoral decision-making among voters.

 

1.6 Significance of the Study

This study is significant for political strategists, media professionals, and electoral stakeholders seeking to understand the changing dynamics of political communication in Nigeria. By examining the influence of Twitter on voter behavior, the study offers insights into how digital platforms can be harnessed for civic mobilization and political participation. It also contributes to academic discourse on digital democracy and election studies, providing evidence-based analysis for scholars and policymakers interested in electoral reform, political communication, and youth participation in Africa.

 

1.7 Scope and Limitation of the Study

The study focuses on Twitter campaigns related to the 2023 general elections in Nigeria, with emphasis on user engagement, political messaging, and voter behavior. It concentrates on urban-based, digitally active voters who used Twitter for political interaction. Limitations include access to reliable user data, the subjective nature of voter behavior, and the potential for recall bias in self-reported data.

 

1.8 Operational Definition of Terms

 

Twitter Campaigns: Coordinated efforts by political actors or citizens to disseminate political messages and influence public opinion on Twitter.

Voter Behavior: Actions and decision-making processes of individuals during elections, including candidate selection and turnout.

Political Messaging: Strategic communication by politicians or interest groups to influence public perception or behavior.

Engagement: User interactions on Twitter such as likes, retweets, replies, and hashtag participation.

 

1.9 Structure of the Study

The study is structured into five chapters. Chapter One introduces the research background and objectives. Chapter Two reviews existing literature and theoretical frameworks. Chapter Three outlines the methodology. Chapter Four presents data analysis and discussion. Chapter Five contains the summary, conclusions, and recommendations.

 

References

Boulianne, S. (2015). Social media use and participation: A meta-analysis of current research. Information, Communication & Society, 18(5), 524–538.

Iyengar, S., & Massey, D. (2019). The polarization of contemporary politics: Social media and ideology. Annual Review of Sociology, 45, 123–145.

Okon, E. (2023). Hashtag activism and youth political participation in Nigeria’s 2023 elections. Journal of African Electoral Studies, 8(1), 76–92.

Statista. (2023). Social media users in Nigeria. Retrieved from https://www.statista.com