ABSTRACT
The influence of the use of social media on people’s behavior has recently become more visible than before. Stakeholders in several democracies have since harnessed the utility of social media in their electoral process. This study examined the effect of social media on voting behaviour in Nassarawa Ward “ONE” in Chikun Local Government Area of Kaduna State. The study adopted voting behaviour theory as theoretical framework. This study also adopted both primary and secondary sources of data to explain the effect of social media on voting behaviour in Nassarawa Ward “ONE” in Chikun Local Government Area of Kaduna State. It was discovered that most of the respondents in the study area used social media for election purpose and they received messages directly from elections political campaigns during election which influenced their attitudes in favorable ways. It also showed that social media have a significant potential to promote political participation and a potential to influence the turnout of voters as it is a major tool which enable citizens to talk about the issues of day to day life and also issue of national importance such as election.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study - - - - - - - 1
1.2 Statement of the Problem - - - - - - - 2
1.3 Research Questions - - - - - - - - 3
1.4 Objectives of the Study - - - - - - - 4
1.5 Research Preposition - - - - - - - 4
1.6 Significance of the Study - - - - - - - - 5
1.7.1 Theoretical Framework - - - - - - - - 5
1.7.1 Voting Behaviour Theory - - - - - - - 5
1.8 Research Methodology - - - - - - - 6
1.9 Scope and limitation of the Study - - - - - - 7
1.9. 1. Definition of Terms - - - - - - - - 7
1.9. 2 Organization of Chapter- - - - - - - - 7
CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL
2.1 Introduction - - - - - - - - - 9
2.2 Prevalence Rate of Social Media Usage among Voters - - - - 9
2. 3. Factors that Influence Voters’ Usage of Social Media during Election - - 18
2.4 Effect of Social Media on Voters Behaviour - - - - - 24
2.5 Theoretical Framework - - - - - - - 37
2.5.1 Voting Behaviour Theory - - - - - - 37
CHAPTER THREE: METHODOLOGY
3.1 Introduction - - - - - - - - 40
3.2 Historical Background of the Case Study- - - - - - 40
3.3 Scope and Geographical Location - - - - - - 40
3.4 Occupation and Economy - - - - - - - 41
3.5 Culture and People of Nassarawa Ward One of Chikun Local Government
Area of Kaduna State - - - - - - - - 41
3.6 Population of the study - - - - - 42
3.7 Sampling Techniques and Sample Size - - - - - - 42
3.8 Instrument of Data Collection - - - - - 43
3.9 Methods of Data Analysis - - - - - - - 43
CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION
4.1 Introduction - - - - - - - - - 44
4.2 Socio-Demographic attributes of Respondents - - - - 44
4.3 Prevalence rate of social media usage among voters - - - - 46
4.4 Factors that influence voters’ usage of social media during election - - 52
4.5 Effect of social media on voters’ behaviour. - - - - - 56
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings - - - - - - - - 62
5.2 Conclusion - - - - - - - - - 63
5.3 Recommendations - - - - - - - - 63
References - - - - - - - - - 65
Appendices - - - - - - - - - 70
The influence of the use of social media on people’s behavior has recently become more visible than before. Stakeholders in several democracies have since harnessed the utility of social media in their electoral process. This study examined the effect of social media on voting behaviour in Nassarawa Ward “ONE” in Chikun Local Government Area of Kaduna State. The study adopted voting behaviour theory as theoretical framework. This study also adopted both primary and secondary sources of data to explain the effect of social media on voting behaviour in Nassarawa Ward “ONE” in Chikun Local Government Area of Kaduna State. It was discovered that most of the respondents in the study area used social media for election purpose and they received messages directly from elections political campaigns during election which influenced their attitudes in favorable ways. It also showed that social media have a significant potential to promote political participation and a potential to influence the turnout of voters as it is a major tool which enable citizens to talk about the issues of day to day life and also issue of national importance such as election.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study - - - - - - - 1
1.2 Statement of the Problem - - - - - - - 2
1.3 Research Questions - - - - - - - - 3
1.4 Objectives of the Study - - - - - - - 4
1.5 Research Preposition - - - - - - - 4
1.6 Significance of the Study - - - - - - - - 5
1.7.1 Theoretical Framework - - - - - - - - 5
1.7.1 Voting Behaviour Theory - - - - - - - 5
1.8 Research Methodology - - - - - - - 6
1.9 Scope and limitation of the Study - - - - - - 7
1.9. 1. Definition of Terms - - - - - - - - 7
1.9. 2 Organization of Chapter- - - - - - - - 7
CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL
2.1 Introduction - - - - - - - - - 9
2.2 Prevalence Rate of Social Media Usage among Voters - - - - 9
2. 3. Factors that Influence Voters’ Usage of Social Media during Election - - 18
2.4 Effect of Social Media on Voters Behaviour - - - - - 24
2.5 Theoretical Framework - - - - - - - 37
2.5.1 Voting Behaviour Theory - - - - - - 37
CHAPTER THREE: METHODOLOGY
3.1 Introduction - - - - - - - - 40
3.2 Historical Background of the Case Study- - - - - - 40
3.3 Scope and Geographical Location - - - - - - 40
3.4 Occupation and Economy - - - - - - - 41
3.5 Culture and People of Nassarawa Ward One of Chikun Local Government
Area of Kaduna State - - - - - - - - 41
3.6 Population of the study - - - - - 42
3.7 Sampling Techniques and Sample Size - - - - - - 42
3.8 Instrument of Data Collection - - - - - 43
3.9 Methods of Data Analysis - - - - - - - 43
CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION
4.1 Introduction - - - - - - - - - 44
4.2 Socio-Demographic attributes of Respondents - - - - 44
4.3 Prevalence rate of social media usage among voters - - - - 46
4.4 Factors that influence voters’ usage of social media during election - - 52
4.5 Effect of social media on voters’ behaviour. - - - - - 56
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings - - - - - - - - 62
5.2 Conclusion - - - - - - - - - 63
5.3 Recommendations - - - - - - - - 63
References - - - - - - - - - 65
Appendices - - - - - - - - - 70