South-East Residents Opinion on the Influence of Social Media on the 2015 Presidential Election in Nigeria

Abstract

This study examined if social media had any determinable influence on the political opinions and behaviour of the Nigerian electorate. The researchers used the uses and gratification theories to explain how people access the social media for political news and discourse and how it influences their behaviour during political campaigns. The survey research design was applied to produce quantitative data from 390 respondents using the multi-stage sampling technique and qualitative data from 20 respondents through in-depth interviewing on how social media influenced their political behaviour. The findings show that social media is now a source of political news and information and that active use of social media enables citizens' participation in political discourse. It revealed that the use of social media influences political opinion and voting behaviour. The researchers concluded that social media, has become vital in Nigerian politics and that it played a role in enabling Muhammadu Buhari to win the 2015 Presidential elections. This study recommends that politicians, elected officials and governments must learn to leverage social media to win elections.