Assessment of Digital Campaign Strategies Adopted by Presidential Candidates in the 2023 Nigerian Elections

Abstract

The ascendancy of digital technologies has revolutionised political communication strategies, with presidential contenders increasingly exploiting online platforms to interact with electorates. This investigation aims to evaluate the efficacy and implications of digital campaign strategies adopted by presidential candidates during the 2023 Nigerian Elections. Using survey research methodology, with questionnaires as the primary data collection instrument, this inquiry endeavours to evaluate the impact of social media campaigns on voter perceptions, engagement, and ultimately, electoral behaviour. Drawing on Agenda Setting, Uses and Gratification, and Conspiracy Theories, the study identifies Facebook, Twitter, and WhatsApp as the preferred social media platforms among respondents for receiving political communications. Findings suggest that social media notably influenced respondents' preferences for candidates during the 2023 presidential election, augmenting the popularity of Tinubu, Obi, and Atiku. The research emphasises that social media content pertaining to these candidates directly shaped respondents' voting choices. Moreover, the research affirms that social media usage profoundly influences election campaigns in Nigeria, advocating, among other measures, for Nigerian political stakeholders to persist in using social media to engage with electorates