THE INFLUENCE OF SOCIAL MEDIA

This study examined the influence of social media on voting patterns among Faculty of Social Sciences students at the University of Benin, using the 2023general elections as a case study. The research focused on four key variables: social media influence, exposure to misinformation or fake news, peer discussions, and the frequency of social media use, and their effect on students’ political opinions, candidate preferences, and electoral participation. A descriptive and inferential research design was employed, with data collected from300 students using structured questionnaires. The data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that social media significantly shapes political opinions and voting behavior, with exposureto fake news affecting trust in candidates, peer discussions moderately influencingvoting decisions, and frequent social media use enhancing political awareness and participation. The study concluded that social media plays a central role in shaping electoral behavior among university students, both as an informative tool and a potential source of misinformation. Based on these findings, the study recommended promoting digital literacy, enhancing fact-checking mechanisms, encouraging responsible social media engagement, and fostering peer education to ensure informed electoral participation. The research contributes to understanding the role of social media in political communication and provides insights for students, policymakers, and election stakeholders.