Abstract

This study aimed to investigate the impact social media can have in encouraging political involvement among voters throughout the campaigning phase of an election. The primary goals are to investigate the social media platforms on which voters participate in political activities and the effect that social media have on the political goals of voters. To better understand these goals, research questions were posed along these lines. The technique of the survey was utilised, and the questionnaire was the tool that was used to collect the primary data. With the assistance of three research assistants, Four hundred (400) copies of the questionnaire were distributed; 396 were returned and deemed usable. According to the study’s findings, social media play a significant role in the political engagement of current-day citizens. In this regard, one of the research recommendations is that the messaging shared on social media should be properly personalised to communicate with the target audience.

Keywords

Social media, Political Participation, Electioneering, Mobilisation.