ASSESSING THE IMPACT OF SOCIAL MEDIA ON VOTING AND YOUTH ADVOCACY MOVEMENT IN EDO STATE: A CASE STUDY OF THE 2024 GOVERNORSHIP ELECTION

This study examined the impact of social media on voting behaviour and youth advocacy in Edo State during the 2024 governorship election. The increasing penetration of digital technologies has transformed political communication, making social media a central platform for political engagement, particularly among youths. The study was guided by four specific objectives: to assess the level of youth engagement on social media during the election, to analyse how social media content influenced voting decisions, to evaluate the role of social media in youth advocacy movements, and to identify the challenges and opportunities associated with its use in political participation. A quantitative research design was adopted using a cross-sectional survey method. Data were collected from 400 respondents, out of which 389 valid responses were analysed. The data were analysed using descriptive statistics and inferential tools such as chi-square and Pearson correlation. Findingsrevealed a high level ofsocial media engagement among youths, with a majority actively following and sharing election-related content. The study further found that social media had a significant influence on voting behaviour, as a substantial proportion of respondents reported that social media content shaped their voting decisions and candidate preferences. In addition, the study established that social media played a meaningful role in youth advocacy, with many respondents participating in online campaigns and voter education activities. However, the study also identified major challenges, including the widespread dissemination of misinformation and difficulty in distinguishing credible information from false content. Hypotheses testing confirmed that social media significantly influenced both youths voting behaviour and advocacy outcomes during the election. The study concludes that social media is a powerful tool for political mobilization and participation among youths in Edo State, though its effectiveness is moderated by issues of misinformation and digital literacy. It recommends that policymakers, electoral bodies, and stakeholders strengthen digital literacy initiatives, regulate misinformation, and leverage social media platforms for effective civic engagement and voter education.