International Journal of Sub-Saharan African Research (IJSSAR)

Background: The increasing reliance on social media platforms for political communication has amplified the role of algorithmic curation in shaping voters’ exposure to political messages. In South-South Nigeria, social media algorithms increasingly determine the visibility and frequency of political content, with implications for voter trust, belief formation and democratic participation.
Objective: This study examined the influence of social media algorithms on voters’ exposure to online political messages and the level of trust such messages command among registered voters in South-South Nigeria.
Method: Anchored on the Uses and Gratifications Theory, the study adopted a descriptive survey design. The population comprised registered voters in South-South Nigeria, with Edo, Delta and Rivers States purposively selected due to their large voter populations, high urbanisation levels, active political engagement and widespread use of social media platforms. According to the Independent National Electoral Commission final voter register for the 2023 general elections, Edo State had 2,501,081 registered voters, Delta State 3,221,697 and Rivers State 3,537,190, giving a combined total of approximately 9,259,968 registered voters. A sample of 400 respondents was selected using a multistage purposive sampling technique. Data were collected through a structured questionnaire and analysed using frequency distributions, percentages and mean scores.
Result: Findings indicate a high level of exposure to algorithm curated political messages among voters (mean = 3.94), as well as substantial awareness of algorithmic recommendations (mean = 3.82). Trust in online political messages was moderate (mean = 3.24); however, repeated exposure significantly enhanced confidence and belief in political content (means ranging from 3.30 to 3.61). Demographic variables, particularly age (mean = 3.39) and educational attainment (mean = 3.80), significantly influenced trust in online political messages.
Conclusion: The study concludes that social media algorithms play a central role in contemporary political communication by shaping selective exposure patterns and influencing voter trust in political messages.
Unique Contribution: The study provides empirical insight into how algorithm driven content curation affects voter exposure and trust within the Nigerian electoral context, with specific evidence from South South Nigeria.
Key Recommendation: The study recommends enhanced media literacy initiatives, improved algorithmic transparency by social media platforms and the promotion of critical engagement with online political content to curb misinformation and strengthen democratic participation.