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EXAMINATION OF POLITICAL CAMPAIGNS TARGETING VOTERS VIA SOCIAL NETWORK SITE AND HOW IT AFFECTS VOTERS’ PREFERENCE

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ABSTRACT

The use of social networking sites utilization in politics is obviously continued to grow in recent times. Since Barack Obama broke the world record in the history of social networks use for political purpose during the 2008 US presidential elections, many nations and politicians across the globe have continued to embrace the platform to mobilize their citizens and shape candidates preference on candidate and towards active participation in the political process. This study examines the impact of social networking sites on voters’ preference on the 2015 presidential elections. The study was anchored on the agenda setting theory that shows that information posted on social networking sites plays a vital role in shaping people’s perception on topics. The survey research method was used to generate data for this research work. Findings show that social networking sites play a vital role on voters’ preference. The study recommended that political parties should utilize the social networking sites in the subsequent elections in Nigeria and see it as an avenue to generate more votes.

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