INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON POLITICAL PARTICIPATION ON YOUTHS IN ENUGU SOUTH LOCAL GOVERNMENT AREA

IGWILO, EUCHARIA ANURIKA (2026) INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON POLITICAL PARTICIPATION ON YOUTHS IN ENUGU SOUTH LOCAL GOVERNMENT AREA. Other thesis, GODFREY OKOYE UNIVERSITY, ENUGU.

Text Copy2-CHAPTER ONE TO Five(1).pdf Download (666kB)

Abstract

This study examined the influence of social media influencers on the political participation of youths in Enugu South Local Government Area. Anchored on the Two-Step Flow Theory of Communication, the study was guided by four research questions that sought to determine the extent of youth exposure to social media influencers, the level of awareness of such influencers, the degree to which influencers affect youth political participation, and the challenges associated with using influencers for political mobilisation. A descriptive survey design was adopted, and data were collected from 393 respondents drawn through a multistage sampling technique from across the ten wards of Enugu South LGA. A structured questionnaire with a 4-point Likert scale was used as the instrument for data collection. Data were analysed using frequencies, percentages, and mean scores via SPSS version 25, with a Bench mark of 2.5. Findings revealed that youths in Enugu South LGA are highly exposed to social media influencer content, primarily through Instagram, TikTok, and Twitter/X, and possess strong awareness of influencers as digital opinion leaders. Influencers were found to significantly shape various dimensions of youth political participation, including online activism, voter registration, and political discussion, though offline participation such as rally attendance and voting remained comparatively lower. Challenges including misinformation, data costs, poor connectivity, and youth preference for entertainment content were identified as key barriers to effective influencer-driven political mobilisation. The study concluded that social media influencers function as modern digital opinion leaders consistent with Two-Step Flow Theory, but structural and behavioural constraints temper their full mobilisation potential. It is recommended that INEC, civil society organisations, and political actors design strategic influencer partnerships that account for platform-specific behaviours and address identified barriers to maximise youth political engagement in local government contexts

Item Type:	Thesis (Other)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Management and Social Sciences
Depositing User:	CHIBUEZE EZE
Date Deposited:	03 Aug 2026 11:50
Last Modified:	03 Aug 2026 11:50
URI:	http://eprints.gouni.edu.ng/id/eprint/6145

Actions (login required)

View Item