AKSU Journal of Communication Research (AJCR)

EVALUATION OF PUBLIC PERCEPTION OF CAMPAIGN MESSAGES ON SOCIAL MEDIA IN 2023 PRESIDENTIAL ELECTIONS IN NASARAWA STATE AND FCT ABUJA

Author:  EDET EKPENYONG ETUK, DR. ANTHONY OGANDE, and PROF. M.S. RABIU

Abstract
The increasing role of social media in political campaigns has transformed electoral communication, influencing voter perception and engagement. This study evaluated public perception of campaign messages on social media during the 2023 presidential election in Nasarawa State and the Federal Capital Territory (FCT), Abuja. Using a survey research design, data were collected from a sample of 380 respondents, analyzing how campaign messages influenced voter participation, candidate preference, and the overall effectiveness of social media as a campaign tool. Findings revealed that while social media significantly shaped political discourse and mobilization, issues of misinformation, disinformation, and trust deficits in political messaging hindered its effectiveness. The study concluded that while social media has enhanced political participation, ethical challenges such as fake news and propaganda need to be addressed. It recommends that political actors should adhere to ethical campaign standards and that regulatory bodies should implement policies to curb misinformation. The study contributes to the growing discourse on digital political communication and its impact on democratic processes in Nigeria