ISSN 2360-7998
Abstract Social networking during Nigeria's presidential campaign in 2023 represented a significant era of heightened political engagement as social media became a crucial tool. This study critically evaluates the effectiveness and shortcomings of the social media strategies adopted by candidates, highlighting issues such as misinformation, cyberbullying, and the polarisation of the electorate. Grounded in conspiracy theory, the research employs both quantitative and qualitative methods. A cluster sampling technique was employed to ensure a representative sample, dividing the population into six distinct clusters based on the six Area Councils of the Federal Capital Territory, Abuja, Nigeria. The Cochran formula was used to calculate a sample size of 385 respondents for the quantitative component of the study, and 18 participants were selected through purposeful and snowball sampling techniques. The study was directed by research questions that aligned with its objectives. Data collection was conducted using interview guides and questionnaires. The results were presented in tables, charts, and narrative formats. The findings reveal that social media hurt the 2023 presidential election campaign in Nigeria. Studies reveal several challenges, which include unreliable internet services, poor power supply, polarisation, and the spread of false information. The study recommends the ethical use of social media platforms by candidates, their supporters, and all stakeholders to foster ethical practices and curb the dissemination of false and misleading information.
Keywords: Social Media, Presidential Campaign, Misinformation, Polarisation, Qualitative Research, Ethical Practices