Influence of Facebook and X on the political mobilisation of electorates in Enugu metropolis during the 2023 presidential election

Abstract

This study investigates the influence of Facebook and X (formerly Twitter) on the political mobilisation of electorates in Enugu Metropolis during the 2023 presidential election. It aims to determine how exposure to political communication on these platforms affects awareness, participation, and voting behaviour. Guided by the Public Sphere Theory and Technological Determinism Theory, the study assumes that social media serves as a digital public sphere that shapes political engagement. The research adopts a survey design, using structured questionnaires administered to a representative sample of residents across Enugu North, Enugu South, and Enugu East local government areas. Findings reveal that most respondents are regularly exposed to political messages on Facebook and X, which significantly increase their political awareness and interest in national issues. However, despite high levels of online participation, physical voter turnout remains low, showing a gap between digital engagement and actual electoral participation. Major challenges identified include misinformation, political apathy, technical failures during elections, and lack of trust in institutions. The study concludes that while Facebook and X enhance awareness and discourse, they do not automatically translate into physical mobilisation. It recommends that political actors, civil society, and the Independent National Electoral Commission (INEC) integrate social media campaigns with offline sensitisation programs, strengthen fact-checking mechanisms, and improve electoral transparency to convert online enthusiasm into active participation.