THE EFFECT OF SOCIAL MEDIA ON ELECTIONEERING CAMPAIGN IN OGUN STATE, NIGERIA

The advent of internet and technology has exposed majority of the global population to different interactive platforms on which different kinds of information is exchanged which might significantly have effect on human behaviour, decision and judgment (CES, 2012). Social media are new information network and information technology using a form of communication utilizing interactive and user-produced content, and interpersonal relationships are created and maintained, As evidenced by the recent March 28th Presidential elections in Nigeria, political parties, including the two prominent parties took to social media platforms such as online networking sites, blogs, mobile newspapers, news ads, etc. to campaign and mobilize not only youths but all class of internet users to vote for them. The general objective of this study is to determine the effect of social media on voter’s behaviour in Odugbu LG, Ogun State. This study will help beam the searchlight on the impact of social media on voter’s behaviour, the decisions they make and elections as a whole based on the information available to voters on the internet. It will also enlighten relevant stakeholders such as political parties, candidates, and even the civil society on how social media can bring about awareness and campaign opportunities if properly utilized. This study will examine the impact of social media on voter behaviour in Odugbu, Ogun state with special reference to the actual influence it has on vote’s behaviour either positive or negative and the factors determining the behaviour and attitudes that an ordinary voter adopts based on available information gotten online.