An assessment of social media political marketing on voter turnout: A case study of a political candidate in Abuja.
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Background of the Study
Social media political marketing has become a key instrument in modern electoral campaigns, particularly for individual candidates seeking to build a personal brand. In Abuja, a political candidate has embraced social media platforms—such as Facebook, Twitter, and Instagram—to disseminate campaign messages, engage with voters, and build trust. The candidate’s approach involves tailored content, live Q&A sessions, and interactive posts designed to stimulate voter interest and participation. This study investigates how such social media marketing efforts influence voter turnout by examining metrics like post engagement, reach, and sentiment analysis. The dynamic nature of social media allows for rapid message adaptation, providing real-time feedback that informs campaign adjustments (Eze, 2023). Additionally, the study considers challenges such as the spread of misinformation, online echo chambers, and the variability of digital access among different voter segments. By combining quantitative social media analytics with qualitative interviews with campaign staff and voters, this research aims to offer a detailed evaluation of how social media marketing drives voter turnout in Abuja (Oluwaseun, 2024).
Statement of the Problem
Despite significant investments in social media marketing, there is limited clarity on its effectiveness in increasing voter turnout for political candidates in Abuja. Many campaigns focus on generating online engagement without establishing a clear link to actual voter mobilization. Challenges such as digital misinformation and inconsistent engagement across demographic groups hinder a clear understanding of social media’s persuasive power. This study seeks to bridge the gap by examining the direct impact of social media political marketing on voter turnout. The objective is to determine if tailored digital strategies can convert online interest into real-world electoral participation, thereby offering actionable insights for optimizing campaign effectiveness (Eze, 2023).
Objectives of the Study
To analyze the social media marketing strategies of the candidate.
To assess the impact of these strategies on voter turnout.
To provide recommendations for enhancing online-to-offline voter conversion.
Research Questions
What social media marketing tactics are used by the candidate?
How do these tactics influence voter turnout?
What factors limit the conversion of online engagement to actual votes?
Significance of the Study
This study is significant as it examines the direct relationship between social media marketing and voter turnout. The findings will aid political candidates in refining their digital strategies to achieve higher electoral participation. By identifying effective practices and potential pitfalls, the research contributes to the broader understanding of digital political communication and its impact on voter behavior in Abuja (Eze, 2023).
Scope and Limitations of the Study
The study is confined to one political candidate in Abuja and focuses solely on social media marketing efforts.
Definitions of terms
Social Media Political Marketing: The use of social media to promote political messages and campaigns.
Voter Turnout: The proportion of eligible voters who participate in an election.
Online-to-Offline Conversion: The process of converting digital engagement into physical voter participation.
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