PERCEIVED INFLUENCE OF SOCIAL MEDIA CAMPAIGN ON NATIONAL UNIFICATION

ABSTRACT This study examines influence ofsocial media campaign on National Unification. Four objectives guided this study while three theories: social influence theory, source credibility theory and technological determinism theory served as the theoretical underpinnings upon which this study was anchored. Survey Research method was used while simple random and purposive sampling techniques were used to select 140 respondents from the population of this study with a structured questionnaire as the instrument of data collection. Findings revealed that that social media is viewed as more impactful than traditional media in promoting national unity, reinforcing the shift toward digital communication in shaping public opinion and societal cohesion. Moreover, the data indicates that the general perception of social media campaigns is overwhelmingly positive, with respondents acknowledging their effectiveness in engaging younger people and contributing to reducing societal divisions.This presents a strong case for the continued and expanded use of social media in national unity campaigns, as these platforms offer a dynamic, interactive, and far-reaching means of communication that can overcome many of the limitations of traditional media.This study however recommended that stakeholders responsible for these campaigns, such as government agencies, non-governmental organizations, and media outlets, should continue to leverage the widespread popularity and engagement of social media platforms, particularly among younger audiences. Also, efforts should be made to ensure that campaigns are inclusive and address the concerns of diverse communities, emphasizing the shared values that unite them rather than the differences that divide them.