International Journal of Sub-Saharan African Research (IJSSAR)

Background: The emergence of new media is transforming political communication and expanding voters' political awareness and participation.
Objectives: This study assessed the impact of social media on voters' political awareness, participation, and voting preferences in Osun Central during the 2019 Senatorial Elections.
Methods: The study adopted quantitative research design. Snowball sampling technique was employed; data were gathered from 183 respondents via a structured online questionnaire, while analysis was done using Google analytical tools.
Results: Findings indicated that WhatsApp and Facebook were the primary social media platforms through which voters in Osun State engaged with politicians. Many respondents voted for their preferred candidates based on politicians' social media posts. Voter participation was also influenced by engagement with politicians on these platforms. However, challenges such as the affordability of data subscriptions and erratic power supply impeded consistent use of new media during the elections.
Conclusion: Social media significantly influenced voters' political engagement and preferences in Osun Central, despite infrastructural challenges.
Unique contribution: This study highlights the critical role of social media in shaping political behaviors in a developing country context.
Key recommendation: Politicians should utilize a broader range of new media platforms and develop interactive, informative, and user-friendly websites to better disseminate information during elections.