Keyword : Political mobilization, Social media, Facebook, User perceptions, Campaign
Author(s) : Comfort Ene Obaje, PhD & Nosa Osadolor
Abstract :
This research examined social media users’ perception of the influence of Facebook on Peter Obi’s One Million Man March campaign. The study sought to ascertain the extent social media users participated in the campaign, their attitude towards the Facebook campaign as well as how they perceived the trustworthiness and credibility of information shared about Peter Obi's One Million Man March campaign on Facebook. The study rested on the assumptions of political mobilization theory. It adopted a survey research design. The questionnaire served as the primary tool for data collection. A sample size of 100 was purposively selected from a population of 217,687 in Ovia North East Local Government of Edo State. Findings Show that Peter Obi's One Million Man March campaign was a success, even though Peter Obi did not emerge as the winner of the election eventually. Findings also showed that the ubiquity of Facebook, with its extensive user base and engaging features, amplified the reach and impact of the campaign. A substantial portion of the participants not only actively engaged with the campaign but also expressed agreement with its messages and objectives while perceiving it as effective. The findings further revealed that the majority of respondents held a positive perception of the information, considering it trustworthy and credible. This positive perception significantly influenced their support for the campaign. The researchers, therefore, recommended that the government, campaign teams, and communication specialists should actively reinforce positive campaign perceptions in their messaging and actions. Second, political campaigns must work diligently to reinforce positive perceptions among the electorate. Lastly, enhancing trustworthiness and credibility in campaign communication is paramount for fostering public trust. In this ever-evolving digital landscape, adapting to the dynamic nature of social media is not just an option but a necessity.
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