THE IMPACT OF SOCIAL MEDIA ON VOTERS BEHAVIOUR

ABSTRACT 

This study empirically investigate the impact of social media on voters’ behaviour in Nigeria. The work adopted a primary data research approach using questionnaire administered to respondent’s residence of Oshodi Isolo Local government area, Lagos State which served as our target sampling population for this research work. The sample size adopted for the work was 100 and same number of questionnaires was distributed but only 90 of the questionnaires were retrieved. The findings shows that there is a significant effect of online banner advertisement and other form of advertisement and political candidate on twitter and Facebook has a significant effect on voter behaviour in the study area while that party which is digitally interactive on social media and online polls has no significant effect on voters’ behaviour in the study area. Based on the above findings, the study therefore recommended that there is need for the Nigerian ministries and government agencies to take part actively in the communication channels using social network sites in order to interact with the public. This will help them to inform the public about their work and progresses and they can receive and analyze the feedback from different social sectors and change their services to the benefit of both public and the government.