Social Media and Electoral Education of the Electorate in Ikot Ekpene Local Government Area, Akwa Ibom State, Nigeria

Abstract

Background: Social media has emerged as a major platform for electoral communication, voter education, and democratic participation by enabling rapid and interactive dissemination of election-related information. Despite its increasing use during Nigeria's 2023 general elections, empirical evidence on its contribution to electoral education at the local government level remains limited. This study examined the influence of social media on the electoral education of the electorate in Ikot Ekpene Local Government Area, Akwa Ibom State, Nigeria. Objectives: The study assessed voters' exposure to social media election-related information, examined the role of social media in electoral education, identified the challenges associated with its use, determined the frequency of receiving electoral information through social media, and investigated its influence on voter turnout and political decision-making. Methodology: A survey research design was adopted. The study population comprised 70,923 registered voters in Ikot Ekpene Local Government Area. Using Philip Meyer's sample size determination table, 384 respondents were selected through purposive sampling, while 380 valid questionnaires (98.9%) were analyzed using descriptive statistics, specifically frequencies and percentages. Results: The findings revealed that 71.5% of respondents were highly exposed to social media electoral education messages, with WhatsApp (25.0%) and Facebook (22.4%) being the most frequently used platforms. Social media influenced political decision-making among 73.7% of respondents, while 68.5% rated its influence on electoral awareness as influential or very influential. Network fluctuations (35.5%) and inadequate electricity supply (32.0%) were the major challenges, although 53.0% considered these constraints minimal. The results shows that 68.4% received election-related information often or very often through social media, 73.7% reported alternative information sources, and 80.2% perceived social media as having a high or very high influence on voter turnout. 53.0% indicated that social media positively influenced their political decisions. Conclusion: Social media is an effective instrument for electoral education, enhancing voter awareness, informed political decision-making, and democratic participation despite existing infrastructural challenges. Significance: The findings provide evidence for strengthening digital voter education strategies by the Independent National Electoral Commission (INEC), political parties, and civil society organizations, while contributing to scholarship on digital political communication and electoral behaviour in Nigeria.