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Challenges of Facebook in Shaping Public Opinion During the 2023 Nigerian Presidential Election: A Study of Kaduna Metropolis
Subject area: Arts, Social Sciences and Humanities · Area of research: Mass Communication and Media Studies
Abstract
This study examined the challenges of Facebook in shaping public opinion during the 2023 Nigerian Presidential Election in Kaduna Metropolis. The study was anchored on the Agenda-Setting Theory and adopted a descriptive survey research design. The population comprised over 500,000 eligible voters in Kaduna Metropolis, from which a sample of 384 respondents was determined using the SurveyMonkey Sample Size Calculator at a 95% confidence level and 5% margin of error. A stratified random sampling technique was employed, while data were collected through a structured questionnaire validated by experts. The reliability of the instrument was established using Cronbach’s alpha (α = 0.80). Data were analysed using the Statistical Package for the Social Sciences (SPSS) version 27, using frequencies and percentages. The findings revealed that 74.7%–76.3% of respondents agreed that misinformation, fake news, political bias, ethnic and religious narratives, and difficulties in verifying information on Facebook affected public opinion formation during the election. The study further found that 75.2%–75.5% of respondents agreed that misleading content influenced voters’ perceptions of candidates, understanding of political issues and political discussions. The study concludes that misinformation and unreliable content limited Facebook’s effectiveness in promoting informed public opinion during the 2023 Nigerian Presidential Election. It recommends responsible Facebook use through information verification and measures to reduce misinformation during elections.
Keywords
Facebook; Public Opinion; Misinformation; Political Communication; 2023 Presidential Election
How to cite this paper
@article{1724210,
author = {Hamza Suleiman, Rabiu Kera, Maryam Adamu Muhammed, Ibrahim I. Baba},
title = {Challenges of Facebook in Shaping Public Opinion During the 2023 Nigerian Presidential Election: A Study of Kaduna Metropolis},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {4},
pages = {5029-5038},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1724210.pdf},
abstract = {This study examined the challenges of Facebook in shaping public opinion during the 2023 Nigerian Presidential Election in Kaduna Metropolis. The study was anchored on the Agenda-Setting Theory and adopted a descriptive survey research design. The population comprised over 500,000 eligible voters in Kaduna Metropolis, from which a sample of 384 respondents was determined using the SurveyMonkey Sample Size Calculator at a 95% confidence level and 5% margin of error. A stratified random sampling technique was employed, while data were collected through a structured questionnaire validated by experts. The reliability of the instrument was established using Cronbach’s alpha (α = 0.80). Data were analysed using the Statistical Package for the Social Sciences (SPSS) version 27, using frequencies and percentages. The findings revealed that 74.7%–76.3% of respondents agreed that misinformation, fake news, political bias, ethnic and religious narratives, and difficulties in verifying information on Facebook affected public opinion formation during the election. The study further found that 75.2%–75.5% of respondents agreed that misleading content influenced voters’ perceptions of candidates, understanding of political issues and political discussions. The study concludes that misinformation and unreliable content limited Facebook’s effectiveness in promoting informed public opinion during the 2023 Nigerian Presidential Election. It recommends responsible Facebook use through information verification and measures to reduce misinformation during elections.},
keywords = {Facebook; Public Opinion; Misinformation; Political Communication; 2023 Presidential Election},
month = {October},
}