Twitter and Election Campaigns: Measuring Usage in Nigeria’s 2015 Presidential Election

Nkiru Comfort Ezeh, Augustine Godwin Mboso

Abstract


This study put the effectiveness of Twitter on the radar in Southeast Nigeria with regard to the 2015 presidential electioneering campaigns of the two leading candidates. The need existed to understand if the online platform used by the incumbent President Goodluck Jonathan of the Peoples‘ Democratic Party (PDP) and challenger Muhammadu Buhari of the All Progressive Congress (APC), as part of a complimentary media strategy, was effective in shaping voter behaviour in that part of the country. Data generated from 200 respondents showed
that although Twitter provided the information needed via voters‘ interaction with political candidates, it did not significantly alter voter interest nor affect voting decision. Voters could not recall their use of Twitter as a factor in casting their ballot owing to post election time lapse.


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