Users' Perception of Political Campaign Strategies on Social Media in the 2023 Nigeria's General Elections in Jalingo, Taraba State, nigeria

Background: Social media have become essential tool for political communication. They act as platforms for political candidates to interact with voters through digital mediation, spread their messages, and garner support. This study investigated users’ perception of political campaign strategies on social media during the Nigeria’s 2023 general elections in Jalingo metropolis, Taraba State, Nigeria. The study identified social media platforms used for political campaigns during the 2023 general election and assess how each party's social media strategy shaped public image and audience engagement during the 2023 general election. Objective: To evaluate users’ perception of political campaign strategies on social media in the 2023 Nigeria’s general elections in Jalingo, Taraba State, Nigeria Method: Anchored on the Social Judgment Theory, the study employed a descriptive survey research method with a sample size of 400 from the population of 581,000 people in Jalingo metropolis through a multi-stage sampling technique to select five communities. The research instrument was the structured questionnaire designed to capture all relevant information validated and approved by two communication scholars from Bingham University, Karu to elicit responses from the audience. Primary and secondary data method consisted of the questionnaire, journals, books, internet sources, seminars etc. While data was presented in tables of frequency and analyzed in percentages using qualitative methods where simple percentages were used in calculating the variables investigated through a Likert modified five (5) point response scales. Result: Facebook, Instagram, X and TikTok were the most used social media platforms by the audience during the 2023 Nigeria’s general elections. It also found out that politicians and political parties shared images, graphics, memes, videos and campaign posters to engage members of the public to vote for their choice of candidates during the 2023 general elections. Conclusion: Social media had a significant influence on the audience thereby resulting to audience engagement in the 2023 Nigeria’s general elections. Unique contribution: The study has provided useful insights into the efficacy of social media in the electoral process, particularly during the electioneering period. It is hoped that governments, politicians, civil society and the general public would benefit from this for better political engagements in future elections in Nigeria and beyond. Recommendation: The study recommends that political parties, politicians and stakeholders in the field of political communication should design appropriate measures and strategies to engage the audience online for effective campaign strategies and voters engagement in subsequent elections.