Digital campaign strategies and their impact on election outcomes in Nigeria
Thesis
This study examined the rising influence of digital campaign strategies in Nigerian elections, focusing on their application and impact during 2015, 2019, and 2023 general elections. It highlights how political parties have increasingly leveraged digital platforms, such as social media, mobile applications and targeted online advertising to engage voters, especially younger and urban demographics. The study also addresses challenges related to misinformation, unequal internet access and varied digital literacy levels across Nigeria’s diverse population. Additionally, the study critically assesses the 2022 Amended Electoral Act’s provision for integrating technology into election processes. Recommendations are offered for political parties and policy makers to enhance digital campaign strategies and strengthen democratic engagement in Nigeria.