NJOMACS

This study explored the influence of social media on Peter Obi's presidential campaign in the 2023 Presidential Election; how they impacted the mobilisation and active participation of Nigerians in the election, and their effect on his entrant into the race and the Obi-dient movement. The study applied democratic participant and diffusion of innovation theories in conceptualising social media as critical tools for propagating political messages and mobilising voters' involvement in elections. Also, survey research and questionnaire were used for data collection, while statistical package for social sciences (SPSS) was utilised in testing the hypotheses. The findings showed that social media are veritable instruments for setting agenda and diffusing ideas and programmes to their audience, especially the youth, hence they were key in the emergence of the Obi-dient movement and Obi's performance at the polls. It revealed that social media have positive influence and thus, enhanced voters' participation in the election. The study advocates, among others, that the utilisation of social media should be continuously encouraged as means of deepening our democratic process; such claims like massive effect of the Obi dient movement and its campaign messages in the presidential election and that Obi's entrant into the presidential race tremendously influenced political participation and curtailed voters' apathy should also be verified through additional studies, while politicians and political parties should improve on their application of social media as their intrinsic advantages like massive outreach, real-time nature, interactivity have been identified.