期刊名称：Researchers World - Journal of Arts Science & Commerce
印刷版ISSN：2229-4686
电子版ISSN：2229-4686
出版年度：2018
卷号：9
期号：1
页码：111-119
DOI：10.18843/rwjasc/v9i1/14
出版社：Educational Research Multimedia & Publication
摘要：The aim of this study was to examine the relationship between social media advertising and
electorates’ patronage of political parties in Nigeria. The study specifically studied how content
sharing, live chatting and status update impacts on voter intensions and voter commitments of
political parties and their candidates. Drawing on a sample size of 400 Nigerian electorates, the
study adopted a quasi experimental design with emphasis on the cross-sectional type by using a
structured questionnaire with a 5 point likert scale. Our hypotheses testing and data analysis
employed the Spearman’s Rank Correlation Coefficient and found that there is a strong, positive
and significant relationship between social media advertising and voter intention as well as voter
commitment among Nigerian electorates. The study further concluded that social media
advertising played a pivotal role in shaping and directing voter behavior as was clearly
demonstrated in the 2015 general elections. It was therefore recommended that content sharing,
live chatting, and status update be adopted by political parties and candidates as primary
motivators in encouraging voters to patronize party candidates.
关键词：Content Sharing; Live Chatting; Status Update; Voter Intentions; Voter Commitment;
