SOCIAL MEDIA USERS’ PERCEPTION OF THE INFLUENCE OF FACEBOOK

ABSTRACT

In the digital age, the significance of social media platforms in political communication cannot be overstated. This research investigates social media users' perception of Facebook's influence on Peter Obi's One Million Man March campaign, showcasing its profound impact. The study explores users' participation levels and the pivotal role of Facebook in the campaign's success, shedding light on the dynamic landscape of political mobilization in the digital era. Employing the political mobilization theory, a survey research design with an 18-item closed-ended questionnaire gathers comprehensive data. The findings revealed a compelling narrative: Facebook played a crucial role in the success of Peter Obi's One Million Man March campaign. The platform's extensive user base and engaging features amplified the campaign's reach, making it a pivotal catalyst for political mobilization. To leverage the full potential of social media platforms for future political campaigns, it is crucial to maximize awareness building by championing and supporting strategies for raising awareness about political campaigns, encouraging ongoing engagement, strengthening positive campaign perceptions, addressing misinformation challenges and enhancing trustworthiness and credibility. By adopting these recommendations, political campaigns can harness the power of social media, particularly Facebook, to forge meaningful connections with the public, shape public opinion, foster engagement, and inspire collective action. In a landscape where digital communication prevails, adapting to the dynamic nature of social media is essential for effective political mobilization and successful campaign strategies.