AKSU Journal of Communication Research (AJCR)

EFFECTIVENESS OF SOCIAL MEDIA AND THEIR CREDIBILITY IN POLITICAL MOBILIZATION OF ELECTORATE IN AKWA IBOM STATE DURING 2023 ELECTIONS

Author:  OKON, EMEM UWEMEDIMO, PROF. MBUK MBOHO & PHILOMENA UMOREN, PhD

Abstract
This study examined the effectiveness of social media and their credibility in political mobilization of the electorate in Akwa Ibom State during the 2023 elections. The objectives of the study included: determining the effect of social media on electorate participation; evaluating the extent of social media's influence on the electorate's perception of politicians' image, and assessing the perceived credibility of political messages on social media by the electorate. The study employed the survey research design and selected a sample size of 384 respondents drawn from the registered voters in Akwa Ibom State. The Technology Acceptance Model (TAM) served as the theoretical framework for understanding users‟ acceptance of social media. Data were collected using the questionnaire instrument and the analysis done using descriptive statistics. The major finding of the study revealed that a significant proportion of the electorate in Akwa Ibom State followed political news on social media during the 2023 elections. Social media were found to have a notable impact on the participation of the electorate in the elections, with many respondents becoming aware of political news, sharing political content, and engaging in political discourse on social media platforms. Based on the findings, the study concluded that social media do play a crucial role in political mobilisation, providing a platform for the dissemination of information, engagement with voters, and shaping the perception of political actors. The study then recommends that measures should be evolved to enhance the credibility of political messages on social media through fact-checking initiatives.