Exploring social media strategies use during the presidential campaign of the 2023 general elections in Nigeria

Social networking during Nigeria's presidential campaign 2023 represented a significant era of heightened political engagement as social media became a crucial tool. This study critically evaluates the effectiveness and shortcomings of the social media strategies adopted by candidates, highlighting issues such as misinformation, cyberbullying, and the polarisation of the electorate. The research was grounded in conspiracy theory, employing quantitative and qualitative methods. A cluster sampling technique was employed to ensure a representative sample, dividing the population into six distinct clusters based on the six Area Councils of the Federal Capital Territory, Abuja, Nigeria. The Cochran formula was used to calculate a sample size of 385 respondents for the quantitative component of the study, and 18 participants were selected through purposeful and snowball sampling techniques. The study was directed by research questions that aligned with its objectives. Data collection was conducted using interview guides and questionnaires. The results were presented in tables, charts, and narrative formats. The findings reveal that social media hurt Nigeria's 2023 presidential election campaign. Studies reveal several challenges, including unreliable internet services, poor power supply, polarisation, and spreading false information. The study recommends the ethical use of social media platforms by candidates, their supporters, and all stakeholders to foster ethical practices and curb the dissemination of false and misleading information.