- Toyin Adinlewa
- Department of Mass Communication, Faculty of the Social Sciences, Adekunle Ajasin University, Akungba-Akoko, Ondo State, Nigeria
As social media increasingly integrates into various facets of human activity, shaping communication, thought processes, and behaviour, this research examines its impact on gubernatorial campaigns and voting patterns among Lagos State residents during the 2023 election. Grounded in Agenda-Setting and Media Dependency theories, the study employed a survey method, gathering data from 400 respondents in Apapa and Lagos Island LGAs via a questionnaire. The findings reveal that 92.1% of Lagos residents are active social media users, with notable exposure to campaign messages from the Labour Party, All Progressives Congress, and People’s Democratic Party. Social media platforms, particularly Twitter and Facebook, are key channels for political communication, significantly influencing voter perceptions and decisions. The study indicates that 71.4% of respondents believe social media campaigns influenced their views, and 62.5% reported a change in opinion due to these campaigns. Nonetheless, traditional factors such as party loyalty and candidate ethnicity also play essential roles in shaping voting decisions. The research concludes that social media plays a crucial role in shaping voter opinions and political behaviour. It is recommended that political parties monitor social media to gather feedback and adopt a hybrid approach that combines targeted social media campaigns with grassroots engagement.