Beyond tribal politics for e-participation and development: social media influence on Nigeria's 2023 presidential general election

Abstract

PurposeThe study investigates factors like media, tribal, religious and party politics' influence on Nigerias’ 2023 presidential election choice. It confirms dominant social media platforms and examines their influence on election polls, e-participation and political candidate choice. The main objectives of this study are to: investigate if tribal, religious and party politics affect the respondent’s choice of a presidential candidate, ascertain the respondent's most used social media platform for political engagement and determine how social media platforms influenced the election polls during the 2023 Nigerian presidential election.Design/methodology/approachA sample size of 384 registered voters was used to survey three states in Southeast Nigeria hinged on the technological acceptance model, the instrumentalist theory of ethnicity and the theory of reasoned action.FindingsThe study found that tribal politics did not influence political candidates during the 2023 Nigerian presidential election. However, religious and party politics influenced their choices as well as X (Twitter), found as the most used and most influential social media platform vital for enhancing participatory democracy and informing people at real-time.Research limitations/implicationsThe researchers experienced challenges such as ensuring that the respondents filled the questions appropriately to reduce the number of void questionnaires and a funding problem since they had yet to receive any grant to enhance the study.Originality/valueThe study commends improved Internet connectivity and accessibility among the citizens for increased political engagement on social media. It also recommends that the Nigerian government enforce the rule of law in politics to enable diverse tribes and religions to experience democratic e-participation and development without marginalisation or subjugation by incumbent power. The findings affirm that social media is apt in political communication during the 2023 presidential elections in Nigeria. The study is a contribution to knowledge, timely and original.