Impact of Social Media Political Advertising on Voters Choice of Candidates in the 2024 Ondo State Governorship Election

Abstract

This study evaluated the role of political advertising on social media and its influence on candidate’s selection in the 2024 Ondo State governorship election. It explored the extent, effects, and challenges associated with candidates' use of social media for political advertising in the election. Grounded in the Social Media Engagement Theory, the study adopted the quantitative survey research design to gather data from 384 respondents using Krejcie and Morgan (1970) table method of determining sampling size. The findings indicated that the electorates in Ondo State were cognizant of political advertisements on social media platforms. Additionally, it was found that the exposure level of voters to these political advertisements was significantly high. The result further demonstrated that political advertisements on social media substantially impacted the electorates’ choice of candidates. On the other hand, the study also revealed that using social media for political advertising equally led to divisions among the population based on political, ethnic,
and religious lines. The study, therefore, concluded that despite the opportunities presented by social media for political advertising, politicians have persistently utilised it to escalate political tensions during election periods. It was, thus, recommended that politicians and their supporters should use social media responsibly during election-related matters.