THE IMPACT OF SOCIAL MEDIA ON VOTING BEHAVIOR IN NIGERIA: A CASE

STUDY OF UNIVERSITY OF LAGOS STUDENTS

BY

SODIQ ABDULWARITH ADEMOLA

MATRIC NO: 180903099

BEING A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT

OF POLITICAL SCIENCE, FACULTY OF SOCIAL SCIENCE,
UNIVERSITY OF LAGOS.

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF BACHELOR OF SCIENCE (B.Sc. Hons) DEGREE IN POLITICAL
SCIENCE.

OCTOBER, 2024

[1]
 CERTIFICATION

This is to certify that this research topic “The impact of social media on voting behavior in

Nigeria: A case study of University of Lagos student”, was carried out by SODIQ

ABDULWARITH ADEMOLA, Matriculation number 180903099 under my supervision.

……………………………………… ……….……………….…

DR DELE ASHIRU DATE

Project Supervisor

……………………………………… ……………………………

DR. QUADRI MARYAM DATE

Head, Political Science Department

[2]
 DEDICATION

This research work is dedicated to God and my parents Mr. and Mrs. SODIQ , for seeing me

through on this journey of academic pursuit, most especially my Dad. And in appreciation to

every lecturer and staffs in the UNIVERSITY OF LAGOS who contributed to the successes of

my academic journey in this institution.

[3]
 ACKNOWLEDGEMENTS

I thank Almighty God for the opportunities, favor, grace, and strength showered on me to finish
this project successfully. My utmost gratitude goes to my parents, Mr. Sodiq Abdullateef, and
my beautiful mother Mrs Sodiq Rasheedat. They have both been my source of motivation and
strength to press forward.
My sincere appreciation and gratitude go to my supervisor Dr. Ashiru, for his advice, assistance,
encouragement, and immense contribution towards the successful completion of this project
work.
I am highly grateful to the Head of the Department in person of Dr. Quadri Maryam I pray that
God Almighty continues to be with you Ma.
My profound gratitude goes to all lecturers in my great Department; Dr A.E Eneanya, Prof.
G.S.M Okeke, Dr. E.I Onah, Prof Ologbenla, and most importantly Mr. Ebenezer Ishola who
have been of immense help to me throughout my programme and project work.

I would also like to extend my sincere thanks to my friends Mikkyprime, Usman, Akanbi
Mayowa, Enitan, Adeolu, Debby, Bolu, Gbenga, Alaruba Aliu (Aliustotle lyceum), My roomies
at BIOBAKU 214 AND 213 and to all my course mates, the Monarchs, for their support
throughout my studies. And to my siblings and Al Ameen and Fathia, Your collaboration,
encouragement, and shared experiences have made this journey memorable and rewarding.
Thank you for being such an integral part of this academic experience.

Lastly, I appreciate myself for not giving up. May God shower the above-cited personalities with
success and honor in their life.

[4]
 TABLE OF CONTENT

Front Page 1

Certification 2

Dedication 3

Acknowledgement 4

Table of Contents 5

Abstract 8

CHAPTER ONE: INTRODUCTION

Background to the study 9

Statement of the problem 12

Aims and Objectives 13

Research Questions 14

Significance of study 14

Scope and Delimitations of study 15

Defination of Terms 16

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CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL FRAMEWORK

Introduction 18

Conceptual Review 18

Thematic Review 23

Theoretical Framework 26

CHAPTER 3: RESEARCH METHOD

Introduction 30

Research Method 30

Target population 32

Data Collection Method 34

Research instrument 35

Data Analysis Techniques 36

Ethical Considerations 37

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CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

Introduction 39

Demographic Data Analysis 39

Respondents Opinion to Question 42

Test of Hypothesis 61

CHAPTER FIVE: DISCUSSION OF FINDINGS

Discussion of Findings 65

Summary 67

Recommendations 68

Suggestion for Further Studies 70

Bibliography 71

Appendix 78

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ABSTRACT

This study investigates the impact of social media on voting behavior among students at the
University of Lagos during the 2023 general elections. It examines how social media platforms,
particularly Twitter, Facebook, and WhatsApp, shape political engagement, influence political
views, and foster voter awareness. A survey of 354 students revealed that while only a small
percentage frequently engaged with political content, nearly half actively participated in online
political discussions. Furthermore, 44.4% of respondents acknowledged that social media
affected their political views, and 53.7% felt encouraged to participate in political activities. The
study highlights the significant role of social media in enhancing voter awareness and political
participation among youth, despite challenges related to misinformation. Recommendations
include the reinforcement of the "Not too young to run" legislation, the establishment of online
leadership training, and the integration of political education into school curricula. These
insights underscore the importance of leveraging social media to foster civic engagement among
students in Nigeria.

Keywords:

Social media, voting behavior, University of Lagos, civic engagement, political participation,
misinformation.

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 CHAPTER ONE

INTRODUCTION

1.1 Background to the study

With the rise of the internet and technology, people now have access to various interactive

platforms where they can share and receive different types of information. This exchange of

information can influence their behavior, decisions, and judgments (CES, 2012). Social media,

which relies on user-created content and interactive relationships, has changed how information

is shared and consumed, affecting traditional mass media. The internet, As a major medium in

the 21st century, allows fast, low-cost, and wide distribution of information, making news

production and consumption more accessible to everyone (Prat & Strömberg, 2011).

Social media has effectively turned the world into a ‘global village’ by making it easier to share

information quickly, and overcoming time and distance barriers (Friedman, 2007). Its increasing

popularity and influence have made it a significant factor in shaping political and cultural

perceptions among voters. Social media affects how people interact, communicate, and make

decisions about social, cultural, and political issues.

Voting behavior, a type of political behavior, can be influenced by various factors such as

emotions, ethnicity, and religion. Factors like gender, race, culture, or religion can significantly

affect how voters behave and make decisions about which candidates to support. External

factors, including political socialization, socio-cultural views, tolerance for diverse political

opinions, and media, especially the internet, also play important roles. These influences on

[9]
voting behavior depend on attitudes, beliefs, knowledge, and available information sources

(Stieglitz & Dang-Xuan, 2012).

Social media's ability to influence voting behavior comes from its capacity to provide direct and

affordable access to current information worldwide, without traditional editorial filters (Cass,

2001). It not only offers information about political affiliations and candidates but also allows

voters from different cultural backgrounds to interact. During the February 25th Presidential

elections in Nigeria, political parties used social media extensively for campaigning and

mobilizing a wide range of internet users. Platforms like Twitter, Facebook, and blogs became

spaces for political discussion, enabling users to engage in debates, share their opinions, and

influence others through online campaigns.

Political parties use social media to spread their messages, organize supporters, and raise funds.

Platforms like Facebook, YouTube, and Twitter were used to address key national issues. As a

result, social media became a powerful tool in influencing voter decisions, with many voters

changing their preferences based on information they found online. Voters also shared

information through blogs, Facebook, Twitter now known as X, Instagram, and Whatsapp,

increasing the impact of social media on voting behavior (Hadma & Anggoro, 2022).

Based on the fact that a lot of information is being developed daily and disseminated on several

social media platforms like Facebook, Twitter, Linkedin, WhatsApp, etc, valuable importance is

placed on these platforms by people, ranging from the youths to the elderly to gain what they

deem as appropriate information on several topics of interest. In regards to politics, social media

[10]
has also been of great value as it is used to spread political news and information around the

world (Hadma & Anggoro, 2022).

With elections and voting on the other hand, social media has served as a medium for political

candidates to garner more supporters and promote their campaigns during the election, just like

during the 2023 general election of presidential candidate Peter Obi of the Labour Party. His

supporters, the obedient movement garnered a lot of support across all social media platforms.

Social media has also helped in providing useful information about political candidates as well as

their political parties, manifestos, and other useful political knowledge. Furthermore, social

media has helped in creating more awareness and in mobilizing social and political movements

or protests and an example is the nationwide #ENDSARS protest of 2020 (Agbim, Etumnu &

Iredibia, 2023).

However despite the many advantages of these platforms, there are also incorrect data published

on these sites and if or when care is not taken, the websites become advent for misinformation. It

is also important to note that based on the several personalities from different backgrounds that

use social media, there is bound to be an array of people with different ideologies and beliefs on

several important topics, which politics and elections are part of (Agbim, Etumnu & Iredibia,

2023).

Just as there are advantages, there are also downsides to the usage of social media. Recognizing

social media's impact requires acknowledging its far-reaching influence and potential

advantages, while also addressing the challenges arising from its continuous evolution, which

shapes individual actions and perspectives in the digital sphere (Agbim, Etumnu & Iredibia,

2023).

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1.2 STATEMENT OF THE PROBLEM

Political campaigns often use emotional appeals to gain support or reduce support for opponents

(Brader, 2006). Campaigns aim to create positive emotions to increase political activism and

instill fear and anxiety to disrupt opposing voter behaviors (Marcus et al., 2000). Traditional

media sources like TV, radio, and newspapers, along with online social media forums, provide

varied information sources for voters, enabling debate and feedback on political issues.

While social media can increase the popularity of candidates and parties, it can also harm their

chances through the rapid spread of rumors, falsehoods, and propaganda due to a lack of editorial

oversight and user anonymity. Anonymity allows false information to spread, leading to voter

anxiety and opposition. Political parties use this to influence voter attitudes and behaviors.

However, the issue that presents itself here is that regardless of the large number of active

Nigerians who discuss politics and criticize the government of the day and its policies and laws,

some fail to express their grievances positively by exercising their rights to vote and taking part

in the electoral process, in order to change the status quo while others are not using the

information on these social media platforms to make the right choices concerning who to vote.

Also, the use of emotional appeals in political campaigns to increase support for a candidate or

decrease support for a challenger is a widely recognized practice and a common element of any

campaign strategy (Brader, 2006).

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Regardless of the fact that social media has helped in increasing the popularity of several

political parties and their candidates, the medium is also capable of ruining or increasing their

chances and how the public will perceive them. Lies, rumors, false news and demeaning

information about these candidates and their parties are quite rampant on these social media sites

and are likely to spread widely and this may not be favorable to those involved. This is likely to

influence voting behavior as these electorates are likely to believe these stories posted online,

usually by anonymous accounts (or by opposing parties), and without verifying such news, this

may lead to them making choices based on this propaganda (Brader, 2006).

Social media also exposes politicians' private and public lives, subjecting them to public scrutiny

and judgment. Political opponents often manipulate information to discredit candidates,

influencing voter behavior. This can lead voters to make decisions based on incomplete or false

information, despite refutations from the concerned parties (Brader, 2006). Hence, this study

aims to further explain the effect of social media on voting behavior and how the activities

during elections may be improved to increase proper participation during elections as this will

affect electoral forces which in turn will affect the type of candidates who are voted into political

positions.

1.3 AIM AND OBJECTIVES

The main goal of this study is to examine the impact of social media on voting behavior with

students of University of Lagos as case study. The specific objectives are:

1. To ascertain the correlation between social media and political behaviour among University of

Lagos students

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2. To understand the impact of social media on voter awareness at the University of Lagos

towards the 2023 general election.

3. To identify ways in which social media could engender participatory political behaviour

1.4 RESEARCH QUESTIONS

1. What is the relationship between social media and political behaviour in context of University

of Lagos students ?

2. What is/are the impact(s) of social media on voter awareness at the University of Lagos

towards the 2023 general election ?

3. In what ways can social media could engender participatory political behaviour among

University of Lagos students ?

1.5 SIGNIFICANCE OF THE STUDY

This study will show how social media impacts voter behavior and election outcomes, based on

the information available to voters online. It will provide insights for political parties, candidates,

and civil society on how to use social media effectively for awareness and campaigning.

Additionally, it will contribute to the existing knowledge of the influence of social media on

voter behavior. This study will give an insight into the importance of social media and how it

affects the pattern of behavior of the UNILAG student electorates to show either political apathy

or active participation during the electoral process in Nigeria.

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Data gathered during this research will very much help in understanding the reasons for the

various behaviors or actions portrayed by University of Lagos student electorates both on social

media and offline during the election.

Also, the findings of this study will hopefully serve as a form of reference material to other

individuals and the public at large if further research on social media and how It affects voting

behavior in Nigeria is to be made in the future

1.6 SCOPE/DELIMITATION OF STUDY

This study focuses on the impact of social media on voting behavior in UNILAG, examining

both positive and negative influences, and the factors shaping voter attitudes based on online

information. A focus which was inspired by the occurrences surrounding the 2023 general

elections and how the youths in general threw active participation and support around candidates

of their choice following massive engagements on social media.

Based on how broad the topic of this research is as well as the complex nature and different types

of elections, this study will be limited to the General Elections of 2023, as well as issues and

challenges that were encountered by the students of the University of Lagos.

According to the University of Lagos pocket statistics for 2023/24, the University of Lagos

boasts of 48, 680 students with combination of 7 foreign students. The Federal tertiary institution

also has 12 faculties, 87 departments, 22 academic/research centres, 6 service and capacity

development centres and 6 institutes including a mass amount of 102 undergraduates and 144

post graduate programmes (University of Lagos 2023/2024 pocket statistics)

[15]
What makes the University of Lagos which has a percentage of 61.93% male and 38.07%

females which encapsulates an entire population of 48, 680 students a good fit for this research

study is the fact that Universities serve as critical demographic in Nigeria which represents a

significant youth population who are highly active on social media and are eligible to vote, they

are also likely to be more politically conscious.

The additional fact that the University of Lagos is also a diverse Institution which

accommodates students from various ethnic, religious and socioeconomic backgrounds makes it

a sufficient sample for the research study. The university of Lagos students are also easily

accessible and are technologically oriented making them a good fit for online surveys or

questionnaires based on their high level of exposure and knowledge.

1.7 DEFINITION OF TERMS

Voter: An individual with the legal right to participate in elections by casting a ballot, typically

meeting criteria like age, citizenship, and registration.

Social Media: Digital platforms that enable users to create, share, and interact with content and

each other in virtual communities, impacting various fields such as politics, business, and

personal relationships.

Behavior: Actions and mannerisms exhibited in response to stimuli, influenced by environment,

genetics, culture, and experiences, and can be voluntary or involuntary, conscious or

unconscious.

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Election: A formal process where people vote to choose public officials or decide on political

propositions, essential in democratic systems.

Campaign: Organized efforts by candidates, political parties, or groups to influence voters

during an election, aiming to garner support for a candidate, party, or policy.

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 CHAPTER TWO

LITERATURE REVIEW AND THEORETICAL FRAMEWORK

2.1. Introduction

This chapter focuses on reviewing related literature and literary positions held by scholars and

experts on the subject of discourse.

2.2 CONCEPTUAL REVIEW

2.2.1 Social Media

Kaplan and Haenlein (2010) provided one of the earliest definitions of social media to be

published in scientific literature. They described social media as an assortment of Internet-based

applications that expand upon the technological and ideological underpinnings of Web 2.0 and

facilitate the production and sharing of User Generated Content.

Web-based and mobile technologies are employed to transform communication into an

interactive discourse among individuals, groups, and communities. Typical instances of these

technologies include websites like Facebook, Twitter, Flickr, YouTube, and the interactive

features on these platforms, like Twitter's "re-tweeting" feature (Kaplan & Haenlein, 2010).

The reason these devices are called media is that they are tools that may be utilized for

information storage and distribution. However, the majority of social media platforms enable

user interaction, as seen by Facebook's "comment" choices and Twitter's "re-tweeting," in

contrast to conventional media like radio and television (Fuchs, 2017).

It is evident from this description that social media is not an entirely new class of online

resources. A major component of social media is Web 2.0. "Web 2.0" is a term that was first

used in 2004 to describe a new way that software developers and end users began to use the

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Internet; that is, as a platform where applications and content are continuously modified by all

users in a participatory and collaborative manner rather than being created and published by

individuals (Dijck, 2013).

Therefore, one could argue that the word "social media" is really just a new moniker for

technology that has always existed. The World Wide Web's creator, Tim Berners-Lee,

anticipated this social usage of the network early on, saying that it was more of a social than a

technological endeavor. It was intended to have a social impact and facilitate cooperation

amongst individuals. In their concept, Kaplan and Haenlein stress that users may utilize web

technology to actively engage in organizational operations (Dijck, 2013).

From a pragmatic perspective, social media is described as a “read-write Web, where the online

audience moves beyond passive viewing of Web content to actually contributing to the content”

by Sweetser & Lariscy (2008). The idea that user-generated engagement is the foundation of

social media is a commonality throughout the definitions of the medium examined in this paper.

The ability to engage in user-to-user communication sets social media apart from traditional

media, which is defined by a hierarchical structure for disseminating news (Clark and

Aufderheide, 2009).

One further feature of social media that sets it apart from conventional media is the flexibility it

offers its consumers. With choice, individuals may use social media to obtain the content they

want to learn about, doing away with conventional media's gatekeeping function (Clark and

Aufderheide, 2009)

On one hand, the choice offered by social media reduces the shared experience that viewers of

particular traditional media channels usually have; on the other hand, it creates a network of

individuals with like interests and similar preferences.

[19]
 Two primary tools that have enabled people to socialize and connect with each other online are

social networking sites and electronic messaging. More than half of America’s teens and young

adults send electronic messages and use social networking sites, and more than one-third of all

internet users engage in these activities (Jones and Fox, 2009).

In Nigeria, internet users are estimated, as at October 2014, at 67,101,452 with 16% growth rate

when compared with the 2013 figure, and is 2.30% of the country’s share of the world internet

users (Internet Live stats, 2014). Nigeria is also the third most active African country on twitter

(Majebi and Fagbule, 2014).

Most people who use social media tools access them mainly through computers and mobile

devices such as phones and tablets PCs. Politicians in Nigeria are joining the online community

to communicate with their audiences because they believe they are a key demographic who

shape and influence perception (Majebi and Fagbule, 2014).

Consequently, rather than the customary one-to-one dialogue, phone communication is

currently leaning toward one-to-many sharing. However, little is known about their operations

or the potential effects of this media on public mobilization and engagement in the Nigerian

political process (Majebi and Fagbule, 2014).

Social media technology can be found in magazines, online discussion boards, weblogs, social

media blogs, podcasts, images, and videos, among other formats. Given the variety of forms

that social media may take, Kaplan and Haenlein (2010) attempted to categorize social media

into six different groups:

(a) Teamwork on projects (like Wikipedia)

(b) Microblogs and Blogs (like Twitter)

(c) Communities for content (like YouTube)

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(d) Social media platforms, such as Facebook

(e) Online gaming environments, such as World of Warcraft

(f) Online social networks, such Second Life

Nigeria is also the third most active African country on twitter (Mejabi and Fagbule, 2014).

The majority of people who use social media platforms do so primarily through computers and

mobile devices like tablets and phones. Nigerian politicians are using the internet to interact with

their constituents because they see it as a vital demographic (Mejabi and Fagbule, 2014).

2.2.2. Political Behaviour

Several studies have attempted to explain the voter's behavior and offer significant contributions

to the scientific debate on the explanatory factors of the electoral behavior since many years, but

since the variable under study is an unpredictable element (electorates) these attempts have

proven to be more complex by the year (M’Barek, Jeddi & Achouri, 2015).

The lack of a generalized conclusion may not be farfetched, just as no personality is the same, as

well as their attitude, voter’s behavior can be seen in different ways, but primarily, we can refer

to it as the disposition of an individual to an electoral system as determined by various

contingent factors which may include culture, belief, background, experience etc (M’Barek,

Jeddi & Achouri, 2015).

In essence, Riezebos et al (2011) affirm that voting behavior is constructed on voting intention

and factors construing voting behavior. To Obarisiagbon et al (2017) voting behavior is a form of

political behavior exhibited by electorates which can be influenced by a lot of factors ranging

from emotional, ethnicity, and religion leading them to make certain decisions.

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However, key external factors may also influence a voter’s behavior such as political

socialization, socio-cultural views, tolerance of diverse political views and the media, internet

inclusive which is the potential variable which level of impact is about to be discovered

(Riezebos et al, 2011).

Consequently, Nkwede (2015) assert that voter behaviour to this extent displays the astounding

factor that the behavior of man is influenced by several irrational factors and pressure group in

invoking religious and communal sentiments, influence of money or charismatic personality of a

leader and a host of other irrational forces on the minds of the voter.

Similarly, a combination of attitudinal, social and psychological factors is related to individual

voting behavior. Attitudinal factors such as assessments of the personal characteristics of the

candidates, evaluations of government performance, orientations on specific policy issues, party

identification, and ideology are the primary determinants of candidate’s choice. For social

factors, race, religion, region, and social class are all related to voting behavior. Psychological

factors are based on emotions (Durotoye, 2014).

Essentially, the effect of these influences on voting behavior can best be understood through

proper scrutiny on the formation of attitude, beliefs, schema, knowledge structures and the

practice of information processing. Surveys from different countries indicate that people are

generally happier in individualistic cultures where they have rights such as the right to vote

(Diener, 2000 cited in Nkwede, 2015). However, this position might not be true of some

countries especially in third world countries like Nigeria where there is no much belief in the

voting system.

[22]
In understanding what voter’s behavior involves, Alotaibi (2013) observe that classical studies of

voting behavior have identified useful voting patterns which focus directly on individual voters.

Authors who pioneered such approaches as sociology and economics to electoral analysis

include Lazarsfeld et al (1944).

2.3. THEMATIC REVIEW OF LITERATURE

When examining the impact of social media on voter behavior, it is important to note that the

2011 general elections gave candidates for office in Nigeria the opportunity to engage with

voters and constituents using social media platforms for the first time. President Goodluck

Jonathan, for example, amassed nearly 3 million Facebook followers after US President Barrack

Obama's lead. Ex-President Jonathan's use of social media was well-liked by the public and

especially by young people.

According to Igbinadu, (2011) the Nigerian electorate, particularly the youth who are getting

more and more tech-savvy and lively, have embraced social media platforms as a result of the

growing use of internet and phone technologies. Nigerian politicians had no choice but to take

use of the media platform that made them widely accessible in order to establish a connection

with this target population. In less than 20 days after joining Facebook, Nigerian President

Goodluck Jonathan amassed over 100,000 fans. He had more than 500,000 admirers on the

social media platform. Among other international presidents on Facebook, his current fan count

is the second largest only behind President Obama of the United States.

Further corroborating this is the assertion made by Okoro and Nwafor (2013) that social

media's role in politics has only increased recently. Many countries and politicians around the

[23]
world have continued to embrace the platform to mobilize their citizens and candidates

towards active participation in the political process since Barack Obama broke the record for

the most social media use for political purposes during the US presidential elections of 2008.

Social media use for political involvement saw its first real test during Nigeria's 2011 general

election. While many used the platform to contribute vitally to the political discourse, others

attacked opponents, spread hateful and inflammatory messages, and spread false rumors.

These actions are thought to have contributed to the violence and tensions that were observed

in many parts of the country leading up to, during, and following the elections.

Bond et al. (2012) reaffirmed that individuals are influenced by messages they see on social

media. They calculated that a single Facebook message produced tens of thousands of votes

that were ultimately cast (during the 2010 US Congressional election).

"There is evidence that the total social media activity has a positive effect on voter turnout,"

according to Gromark and Schliesmann (2012). The findings of how social media messaging

affected voters' preferences were inconclusive.

By declaring that “social media increased the turnout of voters by increasing information

exchange and participation of the electorates,” Akpoveta (2015: 15) came to the same findings

as Gromark and Schliesmann. Edegoh and Anunike (2015) conducted a similar study in

Anambra State and came to the same conclusion that social media platforms present unique

opportunities for mobilization of youths for political participation.

The findings of Okioya et al. (2015) indicated that voter participation in the Akure metropolitan

election was "actually stimulated" by social media. In a similar vein, Onyike et al. (2015) found

[24]
that a sizable portion of respondents' participation in the 2015 general elections was

significantly impacted by their exposure to social media in their study, which was conducted in

the state of Enugu. According to Sanni (2015), most participants in her Oyo State study felt that

"using social media as a political awareness tool positively influenced them in voting for the

candidate(s) of their choice."

According to Nwaolikpe and Mbaka (2015), "the social media influences the public on issues

that are important to them, especially politically."

However, Okoro and Nwafor (2013) found in their research that although some people utilized

social media to contribute significantly to political debate, others exploited it to propagate hate

speech and other divisive themes.

The use of social media for political learning and its varying degrees of effect on voters' political

involvement are areas of limited understanding, according to Acholonu et al. (2015).

According to a 2013 study by Bowers et al., posters utilized Facebook groups more for social

reasons than for the transmission of crucial information about the campaigns, topics, and

appearances of the candidates than for social debate. The results, according to the authors, are

encouraging for social media platforms' ability to encourage civic involvement among young

voters.

In similar vein, Hanson et al. (2010) reiterated that, the more social media users use social

media, the less cynical they are about politics. The authors speculate that this might be because

individuals value their friends', family's, and acquaintances' opinions more than those of

[25]
politicians or the media, and social networking platforms foster strong interpersonal

relationships.

Richey (2008) concluded that: Social network have a large influence on vote choice. In

particular, discussants' knowledge affects vote choice in a way similar to the autoregressive

effect of political preference found by Huckfeldt, Johnson and Sprague. Citizens embedded in

networks seen to consider multiple opinions when making vote choices.

In conclusion, M'Barek et al (2015) opined that Political practices were transformed by the

quick growth of social web technologies. These tools have a huge influence on citizens.

Additionally, they may also be referred to as "e-citizens." Social media platforms may really

facilitate meaningful interaction between voters and legislators, without going too far.

Furthermore, they may be regarded as real "power-cons" in the sense that they have the ability

to directly affect their surroundings through official or informal social "networking" by reading,

arguing, proposing, or making decisions, as well as by rebelling, manifesting, and criticizing. As a

result, by encouraging direct communication amongst people who are capable of acting and

participating in politics, social networking has given rise to a new type of citizenship.

2.4. THEORETICAL FRAMEWORK

There have been numerous theories on social media as a communication tool and its effect which

are very relevant in the discourse of the new media in Nigeria. For the purpose of this study, the

theoretical framework will be based on Media System Dependency Theory.

[26]
2.3.1. Media System Dependency Theory (MSD)

The Media System Dependency Theory was first developed by Sandra Ball-Rokeach and Melvin

DeFleur in 1976. The theory is based on macro and micro level of analysis which sees the media

from the angle of the society and the individual who makes up the society. According to MSD

theory, a media dependency relationship is one in which the satisfaction of needs or the

attainment of goals by individuals is contingent upon the resources of the other party (Ball-

Rokeach and DeFleur 1976). MSD suggests that in today's society individuals have to rely on

media information resources in order to attain their various goals. Information resources include

all media products (Loges and Ball-Rokeach 1993), including commercial and advertising

information. The intensity of media dependency relations depends on the perceived helpfulness

of the media in meeting goals. But for the purpose of this study and the nature of the subject of

discourse, our focus will majorly be on the micro level which is the Individual Media

Development Theory.

Individual Media Dependency (IMD), according to Cho (2009), describes the extent to which a

person is reliant on certain media. Nonetheless, it is mostly regarded as a mediating variable in

this study, coming in after the IMD. The idea is that dependency mediates exposure during the

interaction with media information, and that dependency further mediates the arousal process,

which in turn mediates participation. The IMD hypothesis makes an effort to clarify a cognitive

psychological process that raises the possibility of media consumption having an impact on a

person.To start the process, a person looks through the media and actively chooses what they

want to read. Reliance on a medium "seems to enhance the opportunity for that medium to have

predicted effects," according to Miller and Reese (1986). They note that some media impacts

were more pronounced after exposure to a dependable medium, particularly political effects (i.e.,

[27]
participation engagement with behavioral repercussions). This pertains to the idea that a

cognitive process model need to show definite connections between the stimulus—like exposure

to media—and the reaction—like behavioral intention. It implies that the result must be

understood in the context of relationships rather than just in terms of what is being injected

(Zillmann, 2002).It essentially makes the assumption that the influence of media messages on

audience perceptions depends on the extent to which audiences rely on mass media to satisfy

their goals (such as informative purposes).

According to media system dependency theory, audiences, media, and the greater social structure

are all interconnected. Similar to the uses-and-gratifications theory, this idea asserts that you rely

on media information to fulfill certain needs and accomplish specific objectives (Zillmann,

2002).

[28]
Source: Ball-Rokeach&DeFleur (1976).

Viewing the research study from the lens of the media dependency allows a more comprehensive

understanding of research study as the theory postulates the media as a dependent tool which

helps in building attitude and perception of voters and consequently transcend into voting

behavior.

There is a direct relationship in which an individual sometimes depends on information about a

candidate during a campaign period before he or she forms his opinion on whether to turn out for

the election or not which may also be either to vote for a particular candidate based on the

gathered information from the social media or to vote against a particular candidate based on

such information as the case may be.

It is pertinent to note that due to the nature of social media as a powerful tool to help propel

information dissemination, the opinion or decision of a potential voter relies on if such individual

is exposed to information from this readily available platform or not and this information often

comes in form of campaign tweets, group gist, broadcast messages etc. In essence, the theory

sees social media as a great influence and determinant of voters’ behavior during an election

process.

[29]
 CHAPTER 3

RESEARCH METHOD

3.1 Introduction

This chapter outlines the research method employed in this study, which investigates the impact

of social media on voting behavior among University of Lagos students during the 2023 general

elections. The research method forms the foundation of any scientific investigation by offering a

systematic approach to data collection, analysis, and interpretation (Creswell & Creswell, 2017).

In this chapter, we will discuss the research design, population and sampling techniques, data

collection instruments, data analysis procedures, ethical considerations, reliability and validity

measures, as well as the study’s limitations.

The main objective of this research is to understand how social media influences the voting

behavior of University of Lagos students during the 2023 Nigerian elections. The following

sections elaborate on the methodological framework employed to address these research

questions and achieve the study’s objectives.

[30]
3.2 Research Method

This study employs a quantitative research approach using a cross-sectional survey design. A

quantitative approach was selected for its ability to generate numerical data, which can be

statistically analyzed to derive objective conclusions (Babbie, 2020). This approach allows for

the examination of relationships between variables and the testing of hypotheses, making it well-

suited to this study’s goals.

The cross-sectional survey design enables the collection of data from a large sample at a single

point in time, providing a snapshot of the population’s characteristics, attitudes, and behaviors

(Kumar, 2019). This design is particularly fitting for investigating the influence of social media

on voting behavior during a specific election period, as it captures participants’ real-time

experiences and perceptions.

This quantitative cross-sectional design is also supported by previous studies. For example, Bode

and Dalrymple (2016) used a similar approach to examine the influence of social media on

political participation in the United States. Similarly, Ohme, de Vreese, and Albaek (2018)

employed this design to investigate how social media affected the political engagement of young

voters in Denmark.

[31]
3.3 Target Population

The target population for this study includes all undergraduate and postgraduate students

enrolled at the University of Lagos during the 2023 general elections. As of the 2022/2023

academic session, UNILAG had an estimated student population of 55,000 (University of Lagos,

2023). This population was chosen due to its diversity in terms of age, academic discipline, and

socio-economic background, which provides a representative sample of young Nigerian voters.

3.3.2 Sampling Technique

This study uses a stratified random sampling technique to ensure a representative sample.

Stratified sampling involves dividing the population into subgroups, or strata, based on shared

characteristics, followed by random selection from each stratum (Taherdoost, 2016).

This method reduces sampling error and ensures key subgroups are adequately represented

(Fowler, 2014).

The population was stratified based on two main criteria:

[32]
Level of study (undergraduate and postgraduate)

Faculty (12 faculties at the University of Lagos)

This stratification guarantees that the sample reflects the diversity of the student population

across different academic levels and disciplines.

3.3.3 Sample Size Determination and Justification

The appropriate sample size for the study was determined using Krejcie and Morgan’s (1970)

formula for calculating sample size:

s = X^2 NP(1-P) ÷ d^2 (N-1) + X^2 P(1-P)

Where:

● s = required sample size

● X^2= chi-square value for 1 degree of freedom at the desired confidence level (3.841)

● N = population size (55,000)

● P = population proportion (assumed to be 0.50)

● d = degree of accuracy (0.05)

Using this formula, the calculated sample size was 382. However, to account for potential non-

responses, the sample size was increased to 400. This is consistent with other studies in the field,

[33]
such as Dimitrova and Matthes (2018), who used a sample size of 420 in their study on social

media’s impact on political participation in Austria.

3.4 Data Collection Methods

3.4.1 Primary Data: Structured Questionnaires

The primary data collection method for this study is a structured online questionnaire.

Questionnaires offer a cost-effective and efficient way to gather data from a large sample,

allowing for standardization and ease of analysis (Bryman, 2016). The questionnaire was

designed to collect data on students’ social media usage patterns, exposure to political content,

political awareness, voting intentions, and demographic characteristics.

The questionnaires were administered online via Google Forms, chosen for its accessibility, cost-

effectiveness, and automated data management features. Online questionnaires are particularly

suited for university students, who are generally tech-savvy (Sax, Gilmartin, & Bryant, 2003).

3.4.2 Secondary Data: Electoral Commission Reports and Social Media Statistics

Secondary data sources will be used to complement the primary data. These include:

Independent National Electoral Commission (INEC) Reports: Data on voter turnout and election

results in Lagos State.

[34]
Social Media Statistics: Information from sources such as We Are Social, Statista, and the

Nigeria Communications Commission (NCC).

The inclusion of secondary data allows for triangulation, enhancing the validity and reliability of

the research findings (Heale & Forbes, 2013).

3.5 Research Instruments

3.5.1 Questionnaire Design

The questionnaire consists of five main sections:

Demographic Information: Age, gender, level of study, and faculty.

Social Media Usage: Frequency and duration of social media use, preferred platforms, and

political engagement.

Political Awareness: Awareness of key political issues, candidates, and the 2023 elections.

Voting Intentions and Behavior: Voting decisions, influencing factors, and participation in the

elections.

Perceptions of Social Media’s Influence: Respondents' views on the impact of social media on

their political opinions.

The questionnaire includes primarily closed-ended questions with a few open-ended ones to

allow for more in-depth responses.

[35]
3.5.2 Measurement Scales

To accurately capture the data, this study employs a variety of measurement scales in the

questionnaire, ensuring the reliability and validity of the responses:

1. Nominal Scales: Used to categorize demographic variables such as gender, level of study,

and faculty.

2. Ordinal Scales: Applied to questions regarding the frequency of social media use and

level of political engagement, allowing respondents to rank their responses in an ordered

manner.

3. Interval Scales: Employed to measure variables such as age and time spent on social

media, providing a meaningful distance between intervals.

4. Likert Scales: A 5-point Likert scale (1 = Strongly agree 2= agree 3= neutral 4=

Disagree, 5 = Strongly disagree) was used to gauge respondents' attitudes and perceptions

regarding the influence of social media on voting behavior.

5. Dichotomous Scale with Neutral Option

The Likert scale is particularly valuable for measuring attitudes, as it provides nuanced data for

statistical analysis, allowing researchers to capture the strength of respondents' agreement or

disagreement with key statements (Joshi, Kale, Chandel, & Pal, 2015).

3.6 Data Analysis Techniques

3.6.1 Descriptive Statistics

[36]
Descriptive statistics will be used to summarize and describe the basic characteristics of the data,

such as frequencies and percentages for demographic variables and social media usage.

3.6.2 Inferential Statistics

Inferential statistical techniques such as Pearson’s correlation and multiple regression analysis

will be employed to examine relationships between variables, such as social media exposure and

political behavior. These techniques align with similar studies on social media and political

participation (Boulianne, 2015).

3.7 Ethical Considerations

Ethical considerations include:

Informed Consent: Participants were informed of the study’s purpose and their rights, including

the option to withdraw at any time.

Confidentiality: Data was anonymized, and no personally identifiable information was collected.

[37]
 CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.0 Introduction
4.1 Demographic Data Analysis
This chapter presents the results from the structured online questionnaires distributed to
students at the University of Lagos. A total of 400 responses were expected, but 354 valid
responses were retrieved, which were analyzed. The chapter covers the demographic data of
respondents, their opinions on social media's influence on political behavior and voter
awareness, and the tests of the hypotheses.
Section A: Demographic Data Analysis
Table 1: Demographic Data
Gender Frequency Percentage

Male 165 46.6

Female 189 53.4
Total 354 100.0

Age Category Frequency Percentage

18-22 years 104 29.4

23-27 years 156 44.1

28-32 years 68 19.2

[38]
 33 years and above 26 7.3
Total 354 100.0

Faculty Frequency Percentage

Arts 51 14.4
Social Sciences 95 26.8
Engineering 43 12.1
Sciences 48 13.6
Management Sciences 55 15.5
Education 27 7.6
Law 35 9.9
Total 354 100.0

Level of Study Frequency Percentage

100 Level 52 14.7
200 Level 56 15.8
300 Level 93 26.3
400 Level 117 33.1
500 Level 36 10.2
Total 354 100.0
Do you use social media? Frequency Percentage
Yes 324 91.5
No 30 8.5
Total 354 100.0

The table above shows the demographic data of the participants in the questionnaire, their were

tabulated according to their age, gender, current year of study faculty of study.

[39]
On respondent's gender , 46.6% of the respondents were males while 53.4% are females . This

shows that majority of the respondents are females, though female respondents were also large.

As regards the age of respondents , 29.4% of the respondents are within the age bracket of 18-22

years, 44.1% of the respondents are within the age circle of 23-27 years and 19.2% of the

respondents are between the age 28-32 years while 7.3% of the respondents are within the age

bracket of 33 years and above.

Moreover, the table shows that 14.4% of the respondents were from the faculty of Arts, 26.8% of

them were from the faculty of Social Sciences, 12.1% of them were from the faculty of

Engineering, 13.6% of them were from the faculty of Sciences, 15.5% of them were from the

faculty of Management Sciences, 7.6% of them were from the faculty of Education while 9.9%

of them were from the faculty of Law.

In addition, the tables shows that 14.7% of the respondents are in 100 level.15.8% of them are in

200 level, 26.3% of them are 300 level, 33.1% of them are in 400 level and 10.2% of them are in

500 level respectively.

Finally, majority of the respondents are using social media at 91.5% while a few percentage of

8.5% of the respondents are not using social media.

[40]
4.2. RESPONDENTS' OPINIONS TO THE QUESTIONS

Section B: Social Media and Political Behavior

Question 1: Which social media platforms do you frequently use for political content?

Table 2: Frequency of Respondents preferred social media platforms

Response Frequency Percentage (%)

Facebook 97 27.4

Twitter 133 37.6

Instagram 44 12.4

WhatsApp 59 16.7

Tik Tok 21 5.9

Total 354 100

Drawing from data gathered in table 2, it was deduced that 27.4% of the respondents have been

frequently used Facebook for political content , 37.6% of them have been frequently used

Twitter for political content, 12.4% of them have been frequently used Instagram for political

[41]
content, 16.7% of them have been frequently used WhatsApp for political content while 5.9% of

them have been frequently used Tik Tok for political content.

Question 2: How often do you use social media to engage with political content?

Table 3: Frequency of Respondents social media usage for political content

Response Frequency Percentage (%)

Very frequently 42 11.9

Frequently 96 27.1

Occasionally 89 25.1

Rarely 73 20.6

Never 54 15.3

Total 354 100

Drawing from data gathered in table 3, it was deduced that 11.9% of the respondents use social

media to engage with political content very frequently, 27.1% of them frequently use social

media for political content, 25.1% of them use social media to engage with political content

occasionally, 20.6% of them rarely use social media to engage with political content while

15.3% of them never use social media to engage with political content.

[42]
Question 3: Do you agree with the following statement: "Social media influences my

political views"?

Table 4: Frequency of Influence of Social Media on Political Views

Response Frequency Percentage

Yes 157 44.4

No 131 37

Neutral 66 18.6

Total 354 100

The findings from the table 4 shows that 44.4% of the respondents reveal that social media

influences their political views, 37% of them reveal that social media have no influence on their

political views while 18.6% of them are not sure whether social media influences their political

views or not.

[43]
Question 4: Has social media influenced your political behavior (e.g., voting, political

discussions, attending rallies)?

Table 5: Frequency of Influence of Social Media on Political Behavior

Response Frequency Percentage

Yes 166 46.9

No 125 35.3

Neutral 63 17.8

Total 354 100

The findings from the table 5 shows that 46.9% of the respondents reveal that social media has

influenced their political behaviors such as voting, political discussions and rallies attendance,

35.3% of them reveal that social media has not influenced their political behaviors while 17.8%

of them are not sure whether social media has influenced their political behaviors or not.

[44]
Question 5: Do you participate in political debates or discussions on social media?

Table 6: Frequency of Respondents participation in political debates or discussions on

social media

Response Frequency Percentage

Yes 172 48.6

No 139 39.3

Neutral 43 12.1

Total 354 100

The findings from the table 6 shows that 48.6% of the respondents do participate in political

debates or discussions on social media, 39.3% of them do not participate in political debates or

discussions on social media while 12.1% of them are neutral.

[45]
Question 6: Does social media provide you with a more diverse range of political opinions?

Table 7: Frequency of social media diverse range of political opinions

Response Frequency Percentage

Yes 185 52.3

No 133 37.6

Neutral 36 10.2

Total 354 100

The findings from the table 7 shows that 52.3% of the respondents reveal that social media

provides them with a more diverse range of political opinions, 37.6% of them reveal that social

media does not provide them with a more diverse range of political opinions while 10.2% of

them are neutral.

[46]
Question 7: Have you ever changed your political stance based on content you encountered

on social media?

Table 8: Frequency of Respondents change of political stance based on content

encountered on social media

Response Frequency Percentage

Yes 82 23.2

No 194 54.8

Neutral 78 22

Total 354 100

The findings from the table 8 shows that 23.2% of the respondents reveal that they have changed

their political stances based on the content encountered on social media, 54.8% of them reveal

that they have not changed their political stances based on the content encountered on social

media while 22% of them are neutral.

Section C: Social Media and Voter Awareness

Question 8: Were you more aware of the 2023 general election through social media?

[47]
Table 9: Frequency of Respondents awareness of the 2023 election through social media

Response Frequency Percentage

Yes 164 46.3

No 102 28.8

Neutral 88 24.9

Total 354 100

The findings from the table 9 shows that 46.3% of the respondents reveal that they they were

aware of the 2023 general election through social media, 28.8% of them reveal that they were not

aware of the 2023 general election through social media while 24.9% of them are neutral.

Question 9: To what extent did social media help you become aware of political candidates
and issues for the 2023 general election?

[48]
Table 10: Frequency of Respondents awareness of the political candidates through the help

of social media

Response Frequency Percentage (%)

Very high extent 42 11.9

High extent 95 26.8

Moderate extent 90 25.4

Low extent 73 20.6

No impact 54 15.3

Total 354 100

Drawing from data gathered in table 10, it was deduced that 11.9% of the respondents reveal

that social media helped them become aware of political candidates and issues for the 2023

general election to very high extent, 26.8% of them reveal that social media helped them

become aware of political candidates and issues for the election to high extent, 25.4% reveal that

social media helped them to moderate extent, 20.6% of them reveal that social media helped

them to low extent while 15.3% of them reveal that social media had no impact.

Question 10: Which social media platform(s) influenced your awareness about the 2023

general election the most?

[49]
Table 11: Frequency of social media platform that influenced Respondents awareness of

the 2023 general election most.

Response Frequency Percentage (%)

Facebook 97 27.4

Twitter 137 38.7

Instagram 40 11.3

WhatsApp 59 16.7

Tik Tok 21 5.9

Total 354 100

Drawing from data gathered in table 11, it was deduced that 27.4% of the respondents reveal that

Facebook influenced their awareness of the 2023 general election most, 38.7% of them reveal

that Twitter influenced their awareness most, 11.3% of them reveal that Instagram influenced

their awareness most, 16.7% of them reveal that WhatsApp influenced their awareness most

while 5.9% of them reveal that Tik Tok influenced their awareness most.

Question 11: Did you actively seek out political information on social media during the

2023 general election?

Table 12: Frequency of political information on social media

Response Frequency Percentage

[50]
 Yes 176 49.7

No 98 27.7

Neutral 80 22.6

Total 354 100

The findings from the table 12 shows that 49.7% of the respondents reveal that they did actively

seek out political information on social media during the 2023 general election, 27.7% of them

did not actively seek out political information on social media during the 2023 general election

while 22.6% of them are neutral.

Question 12: Did you find the political information on social media to be reliable?

Table 13: Frequency of the reliability of political information on social media

Response Frequency Percentage

[51]
 Yes 181 51.1

No 94 26.6

Neutral 79 22.3

Total 354 100

The findings from the table 13 shows that 51.1% of the respondents reveal that they find the

political information on social media to be reliable, 26.6% of them didn't find the political

information on social media to be reliable while 22.3% of them are neutral.

Question 13: Were you influenced by political adverts or campaigns you encountered on

social media?

[52]
Table 14: Frequency of influence of political adverts or campaigns encountered on social

media

Response Frequency Percentage

Yes 172 48.6

No 138 38.9

Neutral 44 12.4

Tota 354 100

The findings from the table 14 shows that 48.6% of the respondents were influenced by political

adverts or campaigns they encountered on social media, 38.9% of them were not influenced by

political adverts or campaigns encountered on social media while 12.4% of them are neutral.

Question 14: Did social media make it easier for you to verify political information during

the 2023 general election?

Table 15: Frequency of political information verification on social media

Response Frequency Percentage

[53]
 Yes 175 49.4

No 98 27.7

Neutral 81 22.9

Total 354 100

The findings from the table 15 shows that 49.7% of the respondents reveal that social media

makes it easier for them to verify political information during the 2023 general election, 27.7%

of them reveal that social media did not make it easier for them to verify political information

during the 2023 general election while 22.9% of them are neutral.

Section D: Social Media and Participatory Political Behavior

Question 15: Do you believe that social media encourages active participation in political

activities such as voting, campaigning, or political discussions?

[54]
Table 16: Frequency of encouragement of social media in active participation in political

activities.

Response Frequency Percentage

Yes 190 53.7

No 94 26.6

Neutral 70 19.8

Total 354 100

The findings from the table 16 shows that 53.7% of the respondents reveal that social media

encourages active participation in political activities such as voting, campaigning or political

discussions, 26.6% of them reveal that social media doesn't encourage active participation in

political activities such as voting, campaigning or political discussions while 19.8% of them are

neutral.

Question 16: What specific actions did social media encourage you to take during the 2023
general election?

Table 17: Frequency of Respondents specific actions took through social media

Response Frequency Percentage (%)

Voting in the election 144 40.7

[55]
 Campaigning for a candidate 75 21.2

Sharing political information with others 81 22.9

Engaging in political debates or discussions online 28 7.9

No action taken 26 7.3

Total 354 100

Drawing from data gathered in table 17, it was deduced that 40.7% of the respondents reveal

that social media encourages them to vote in the election, 21.2% reveal that social media

encourages them to campaign for a candidate, 22.9% of them reveal that social media encourages

them to share political information with others, 7.9% of them reveal that social media encourages

them to engage in political debates or discussions while 7.3% of them took no action.

Question 17: How did political discussions or campaigns on social media influence your

decision to participate in the 2023 general election?

Table 18: Frequency of social media influence on Respondents decision to participate in the

election

Response Frequency Percentage (%)

Strongly influenced 96 27.1

Moderately influenced 137 38.7

[56]
 Neutral 40 11.3

Minimally influenced 60 16.9

Not influenced 21 5.9

Total 354 100

Drawing from data gathered in table 18, it was deduced that 27.1% of the respondents reveal that

political discussions or campaigns on social media strongly influenced their decisions to

participate in the 2023 general election, 38.7% of them reveal that political discussions or

campaigns on social media moderately influenced their decision, 11.3% of them were neutral,

16.9% of them reveal that political discussions or campaigns on social media minimally

influenced their decisions while 5.9% of them reveal that social media didn't influenced their

decisions.

Question 18: Did social media encourage you to take part in offline political activities (e.g.,

attending rallies, meetings, or protests)?

Table 19: Frequency of social media encouragement to take part in offline political

activities

Response Frequency Percentage

Yes 191 53.9

No 93 26.3

[57]
 Neutral 70 19.8

Total 354 100

The findings from the table 19 shows that 53.9% of the respondents reveal that social media

encourages them to take part in offline political activities such as attending rallies, meetings or

protests, 26.3% of them reveal that social media doesn't encourage them to take part in offline

political activities whole 19.8% of them were neutral.

Question 19: Do you think social media can play a role in encouraging youth participation

in future Nigerian elections?

Table 20: Frequency of potential role of social media in encouraging youth participation in

the future elections

Response Frequency Percentage

Yes 185 52.3

[58]
 No 97 27.4

Neutral 72 20.3

Total 354 100

The findings from the table 20 shows that 52.3% of the respondents think that social media can

play a role in encouraging youth participation in future Nigerian elections, 27.4% of them do not

think that social media can play a role in encouraging youth participation in the future Nigerian

elections while 20.3% of them were neutral.

Question 20: Did you campaign or support a candidate online during the 2023 general

election?

Table 21: Frequency of Respondents online campaign or support for a candidate during

the election

Response Frequency Percentage

Yes 162 45.8

[59]
 No 113 31.9

Neutral 79 22.3

Total 354 100

The findings from the table 21 shows that 45.8% of the respondents reveal that they did

campaign or support a candidate online during the 2023 general election, 31.9% of them did not

campaign or support a candidate online during the 2023 general election while 22.3% of them

were neutral.

4.3 Test of Hypothesis

4.3.1 Test of Hypothesis One

H0: There is no correlation between social media and political behaviour among University of

Lagos students.

H1: There is a correlation between social media and political behaviour among University of

Lagos students.

Table 22: Correlation between social media and political behavior

Correlations

[60]
 Social media Political behavior

274**
Social media Pearson Correlation 1

Sig. (2-tailed) .000

N 354
354
262**
Political behavior Pearson Correlation 1

Sig. (2-tailed) .000

N 354 354

*. Correlation is significant at the 0.01 level (2-tailed).

Source: SPSS output, 2024

From the result of Table 19 above , the correlation coefficient of (r =

0.274, p < 0.000) shows a positive relationship between Independent and
dependent variables. Hence, majority of the respondents reveal that there
is a correlation between social media and political behaviour among
University of Lagos students. Thus, the null hypothesis will be rejected
while alternative hypothesis will be accepted.

[61]
4.3.2 Test of Hypothesis Two

H0: There is no impact of social media on voter awareness and education at the University of

Lagos towards the 2023 general election.

H1: There is an impact of social media on voter awareness and education at the University of

Lagos towards the 2023 general election.

Table 23: Correlation between social media impact and voter awareness and education

Correlations

Social media impact Voter awareness and

education

[62]
 238**
Social media impact Pearson Correlation 1

Sig. (2-tailed) .000

N 354
354
238**
Voter awareness and Pearson Correlation 1
education
Sig. (2-tailed) .000

N 354 354

*. Correlation is significant at the 0.01 level (2-tailed).

Source: SPSS output, 2024

From the result of Table 19 above , the correlation coefficient of (r =

0.238, p < 0.000) shows a positive relationship between Independent and
dependent variables. Hence, majority of the respondents reveal that there
is an impact of social media on voter awareness and education at the
University of Lagos towards the 2023 general election. Thus, the null
hypothesis will be rejected while alternative hypothesis will be accepted.

[63]
 CHAPTER FIVE

DISCUSSION OF FINDINGS, SUMMARY AND RECOMMENDATIONS

5.1 Discussion of Findings

The study on the impact of social media on voting behavior among University of Lagos students

during the 2023 general elections revealed several key insights, which could be discussed as

follows:

Social Media Platforms Usage for Political Content: The data showed that Twitter was the

most frequently used platform for political content (37.6%), followed by Facebook (27.4%), and

WhatsApp (16.7%). This showed that Twitter was a major platform for political engagement

among students, likely due to its format for sharing news, opinions, and real-time discussions on

political matters. Facebook and WhatsApp also played significant roles, potentially due to their

widespread use and accessibility. The findings indicated that only 11.9% of respondents very

frequently engaged with political contents on social media, while 27.1% frequently engaged.

This highlighted that a notable portion of students use social media for political purposes, though

a larger group (25.1%) only engages occasionally. This may reflect the varying levels of political

interest among the student population.

Influence of Social Media on Political Views and Behavior: About 44.4% of respondents

agreed that social media influenced their political views, while 46.9% stated that social media

directly influenced their political behavior (voting, discussions, rallies, etc.). This showed that

social media has a significant impact on shaping the political attitudes and actions of students,

reflecting its role as a key influencer in modern political discourse.

[64]
Participation in Political Discussions: Nearly half of the respondents (48.6%) reported actively

participating in political debates or discussions on social media. This indicated that social media

platforms serve not only as information sources but also as spaces for active political

engagement, enabling students to voice opinions and engage in democratic discourses.

Social Media and Voter Awareness: Social media was a crucial source of political information,

with 46.3% of respondents becoming more aware of the 2023 general election through these

platforms. Additionally, 49.7% actively sought out political information on social media, and

51.1% found the information reliable. This underscores social media's importance in raising

electoral awareness and providing information to voters.

Encouragement of Political Participation: More than half (53.7%) of the respondents felt that

social media encouraged them to participate in political activities, such as voting or

campaigning. Specifically, 40.7% were motivated to vote, and 21.2% were encouraged to

campaign for candidates. This indicated that social media not only informs but also motivates

political action among students.

5.2 Summary

The world at its current dispensation (21st century) is a world in which the electronic media in its

appellation to a vast majority of technology savvy and inclined youths has heavily replaced the

print media. A 2018 study by Hopelab and Well Being Trust found that 93% of youth age 14-22

access the social media, most daily (Rideout, V. & Fox, S. (2018).

[65]
The fulcrum of democracy has been referred to as knowledgeable citizens across all eras and

geographical regions. The media has been essential to and is regarded as a crucial actor in the

development of democratic culture because it disseminates information that gives citizens

rationales that guide effective use of the vote. The hope that the traditional role of media as an

open marketplace of ideas and public sphere, which is currently attenuated by commercialization

of the mainstream media and strict political economic considerations, would be better fulfilled is

raised by the increasing democratisation of media space, triggered by evolutionary digital/social

media.

The hope that politically indifferent young people will find their way back to the world of offline

political activism is increased by the tremendous movement of young people to social media

platforms as their primary information sources. Youth, who are regarded as the core organising

force in every community, view social media as their best friend and the source of all the

knowledge at their disposal. In addition to their acceptance of and appetite for new technologies,

they have redefined communication due to their often excessive reliance on technology for

communication and understanding their surroundings (Waldron, 2012).

Building a humane and inclusive democratic system requires an indispensible understanding of

the energy, challenges, issues, and potential for their development and productivity among young

people. Nigeria's democracy functions retroactively and regressively because the youth, who

make up the majority of the country's population and are considered to be its most important

group, are excluded and relegated. Today, however, there is a clamouring everywhere for youth

participation in the political affairs of the nation. This is because everything is governed.

Because of the amount of readily available information that Nigerian teenagers are consuming

and the challenges they face, like marginalisation, unemployment, insecurity, police brutality,

[66]
and poverty, among other things. The Nigerian youth's perception of parochialism and apathy is

further shaped by their perception of the Nigerian state as a failed and fragile nation where

political actors use corrupt methods to gain power and whose actions undermine the state's

democratic status. Youths' usage of social media has also contributed to the problem of

disinformation that is common with its use because it can occasionally be manipulated by bad

actors to further their own interests.

All these informs the need for recommendations which shall be explored in following

paragraphs.

5.3 Recommendations

Having weighed the pros and cons of influence of social media use on Political behaviour among

youths, the researcher recommends that:

1. The "Not too young to run" legislation needs to be reaffirmed by the Nigerian

government. To put it more plainly, the government should establish Leadership and

Democratic Institutes (LDIs) in all of the federation's states to educate youth in the

principles of governance and to position them for leadership. Youth will be encouraged to

get involved in politics if they believe that their ideas matter and that the government is

concerned about their political future.

2. By setting up an Online Leadership Orientation Agency (OLOA) using various social

networking sites, the government, operating under the auspices of the Ministry of Youth

and Sport, should take advantage of the technological prowess of the younger generation

in order to offer free leadership training, webinars, and orientation on the art of

governance and the promotion of social inclusion among young people. By doing this,

[67]
 you'll raise people's engagement in politics, pique their interest in politics, and restore

their faith in the democratic process.

3. Additionally, political leadership courses should be treated equally with other key topics

like mathematics and English in the elementary, secondary, and tertiary curriculum

revisions to reflect mandatory Political, Governance, and Leadership education

(PGL)courses. This is because youth will be inspired to get more involved in politics as

they get older if they have a sufficient understanding of politics, governance, and politics.

4. It is suggested that young people interact more with one another on social media to foster

capacity building and a new era of political participation in Nigerian politics.

5. The government should work tirelessly to eliminate poverty, inequality, deprivation, and

marginalisation in order to firmly establish social inclusion in the nation. The government

should achieve this by putting more money into helping young people develop their

human capital.

6. Fact-checking organisations, especially ad-hoc ones created to combat fake news

onslaught, should not depend solely on social media for promoting their posts. A

combination of radio, TV and outdoor media e.g. posters, handbill and billboards (for

very big fake news with grave consequential effects), etc. could be employed in order to

ensure that all persons with access to social media, including the illiterate and semi-

educated, are reached. Major local languages e.g. Hausa, if in the North, and Yoruba for

South Western Nigeria, can be employed to further deliver the gospels of truth to hard-to-

reach persons in other to effectively counter the fake narratives.

7. Political parties should equip their social media monitoring teams to quickly refute, even

with evidence, fake news on their candidates as they surface online, in order to mitigate

[68]
 the effect it could cause. Once a fake story with strong negative portrayal, for example,

has travelled far and wide, it is always particularly very difficult to convince people

otherwise especially the youths who are hard to convince.

8. Information and news literacy is one important cause government, non-for-profits and

other relevant media/non-media stakeholders should promote, especially in this digital

era where any kind of persons (including children and minors) can access information

within seconds. Information and news literacy can be promoted via awareness campaigns

as well as through media forms such as film, books, etc.

5.4 Suggestion for Further Studies

This research work is limited in scope and generalisation due to the fact that it was executed on a

small scale in consideration of cost and time that would be required to complete a larger study.

Further studies should, therefore, consider carrying out this study on a regional or national scale

that encompasses more youths with varied demography, this can allow for better understanding

and generalisations.

[69]
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 APPENDIX
QUESTIONNAIRE

Dear Respondent,
My name is Sodiq Abdulwarith, a Final year student of Political Science ] at the University of Lagos. The
purpose of this study is to evaluate the impact of social media on voting behavior in Nigeria, using a case
study of the 2023 general election among the University of Lagos students. Your support will help record
great success in this research work. Be assured that your responses will be confidential and will be used
for the purpose of this research only.

Section A: Demographic Information

1. Gender:
○ Male
○ Female
○ Prefer not to say
2. Age:
○ 18-22
○ 23-27
○ 28-32
○ 33 and above
3. Faculty:
○ Arts
○ Social Sciences
○ Engineering
○ Sciences
○ Education
○ Law
○ Management Sciences
○ Basic medical science
○ Pharmacy
○ Clinical science
○ Dental sciences
○ Environmental sciences
4. Level of Study:
○ 100 Level

[78]
 ○ 200 Level
○ 300 Level
○ 400 Level
○ 500 Level
○ Postgraduate
5. Do you use social media?
○ Yes
○ No

Section B: Social Media and Political Behavior

6. Which social media platforms do you frequently use for political content?

○ Facebook
○ Twitter
○ Instagram
○ WhatsApp
○ TikTok
○ LinkedIn
○ Other (Please specify): __________
7. How often do you use social media to engage with political content?

○ Very frequently
○ Frequently
○ Occasionally
○ Rarely
○ Never
8. Do you agree with the following statement: "Social media influences my political
views"?

○ Yes
○ No
○ Neutral
9. Has social media influenced your political behavior (e.g., voting, political
discussions, attending rallies)?

○ Yes
○ No

[79]
 Neutral
○
10. Do you participate in political debates or discussions on social media?

● Yes
● No
● Neutral
11. Does social media provide you with a more diverse range of political opinions?

● Yes
● No
● Neutral
12. Have you ever changed your political stance based on content you encountered on
social media?

● Yes
● No
● Neutral

Section C: Social Media and Voter Awareness

14. Were you more aware of the 2023 general election through social media?

● Yes
● No
● Neutral

15. To what extent did social media help you become aware of political candidates and
issues for the 2023 general election?

● Very high extent

● High extent
● Moderate extent
● Low extent
● No impact

16. Which social media platform(s) influenced your awareness about the 2023 general
election the most?

● Facebook

[80]
 ● Twitter
● Instagram
● WhatsApp
● TikTok
● Other (Please specify): __________

17. Did you actively seek out political information on social media during the 2023
general election?

● Yes
● No
● Neutral

18. Did you find the political information on social media to be reliable?

● Yes
● No
● Neutral

19. Were you influenced by political adverts or campaigns you encountered on social
media?

● Yes
● No
● Neutral

20. Did social media make it easier for you to verify political information during the
2023 general election?

● Yes
● No
● Neutral

Section D: Social Media and Participatory Political Behavior

21. Do you believe that social media encourages active participation in political
activities such as voting, campaigning, or political discussions?

● Yes
● No

[81]
● Neutral

22. What specific actions did social media encourage you to take during the 2023
general election?

● Voting in the election

● Campaigning for a candidate
● Sharing political information with others
● Engaging in political debates or discussions online
● No actions taken

23. How did political discussions or campaigns on social media influence your decision
to participate in the 2023 general election?

● Strongly influenced
● Moderately influenced
● Neutral
● Minimally influenced
● Not influenced

24. Did social media encourage you to take part in offline political activities (e.g.,
attending rallies, meetings, or protests)?

● Yes
● No
● Neutral

25. Do you think social media can play a role in encouraging youth participation in
future Nigerian elections?

● Yes
● No
● Neutral

26. Did you campaign or support a candidate online during the 2023 general election?

● Yes
● No
● Neutral

[82]
Thank you for your participation!
Your responses will be kept confidential and used solely for academic purposes.

[83]