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Browsing Articles by Subject ": Facebook, Advertising, Politics, Election, Campaign"

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    STUDENTS PERCEPTION OF THE USE OF FACEBOOK FOR POLITICAL ADVERTISING DURING THE 2015 GUBERNATORIAL ELECTION IN NIGER STATE
    (Department of Mass Communication, Nasarawa State University Keffi, 2017-06-06) Santas, Tsegyu
    The study was aimed at gauging student's perception of the use of Facebook for political advertising during the 2015 gubernatorial election in Niger State. Three research questions guided the study to ascertain the level of application of Facebook in political advertising by the political candidates during the elections. The study also sought to find out whether the electorate voting decision was influenced by political candidate's advertisement on Facebook. Survey research was adopted for the study while the questionnaire was used as the research instrument for the study. The Uses and gratifications theory provided the theoretical framework for the study. Findings from the study indicated that Facebook was utilized by political aspirants during the election. Respondent's perception of Facebook usage by the political candidates was very good. Further findings show that electorate voting decision was not influenced by their exposure to political advertising on Facebook. They respondents were rather influenced by religion, ethnicity and political party affiliations. The study, therefore, recommends that extensive political education should be carried out in future elections so that electorate should focus on the credibility and integrity of political candidates rather than religious and ethnic factors or affiliations.