Evaluating the Effectiveness of Social Media Campaigns in Shaping Audience Perception of Gubernatorial Candidates in Anambra State 2025 Election

Social media has fundamentally altered political campaign dynamics, enabling candidates to communicate directly with voters and shape electoral narratives outside traditional media gatekeeping structures. This study evaluated the effectiveness of social media campaigns in shaping audience perception of gubernatorial candidates in the Anambra State 2025 election. The study was anchored on the Political Communication Theory and the Elaboration Likelihood Model (ELM) developed by Petty and Cacioppo, which explains how message processing through central and peripheral routes influences attitude formation and change. A descriptive survey design was adopted, targeting registered voters and social media users in Anambra State. A sample of 200 respondents was selected using stratified random sampling, and a structured questionnaire served as the instrument of data collection. Findings revealed that social media campaigns significantly influenced respondents' perceptions of candidate competence, character, and policy capacity, with Instagram reels, Facebook videos, and X posts identified as the most impactful formats. Younger voters demonstrated heightened receptivity to social media political messaging, while older demographics showed greater reliance on traditional media. The study concluded that social media campaigns played a decisive role in shaping electoral perceptions in the Anambra 2025 gubernatorial context, particularly among first-time voters. It was recommended that candidates invest in data-driven digital strategies, while regulatory agencies develop guidelines for ethical social media electioneering to prevent misinformation and voter manipulation.

Keywords: Social media campaigns, audience perception, Anambra State, gubernatorial election, political communication