DIGITAL CAMPAIGNS AND THE ELECTORATE: ASSESSING THE INFLUENCE OF TWITTER AND CAMPAIGN PLEDGES ON VOTING BEHAVIOUR IN NIGERIA'S 2023 ELECTION

Abstract

This study analyses the influence of digital campaigns on the electorate during the 2023 Nigeria general election, looking directly into twitter usage, campaign ledges and subsequent voting behaviour. It looked inward to determine the level of microblogging engagement, and how online political messaging shaped individual electoral choices and democratic participation nationally. Using a cross-sectional descriptive survey and quantity approach, the study tried to sample n = 400 eligible voters across the 36 states of the federation and the federal capital territory via an online means. The sample size was statistically established by the use of Yamane formula which was based on the national eligible voting population. Data was analysed using SPSS. The results revealed that digital engagements on twitter significantly influenced voters' attitude, choices, and finally their decision-making during elections (X¯= 2.727, SD = 0.94). Also, the believe of campaign pledges and digital policy proposals posted by candidate has a substantial influence on the electorates decisions during elections (X¯= 2.569, SD = 0.87). Demographic analysis pointed out that the active digital electorate were predominantly male with 71.8%, young adults within the age range of 28 to 37 has 62.0 %, and highly educated, with 52.8% holding higher education degrees. The study concludes that political Strategists in Nigeria should focus more on the core themes to align with the intellectual and socio-economic priorities of the electorates such as employment generation, digital economic policies and institutional governance.