NJOMACS

This study examined politicians’ engagement on X and its influence on the outcome of the 2023 presidential election in South-South Nigeria. Employing a qualitative research design, data were mined and analyzed using the Meltwater software, which served as a sentiment analysis tool. The dataset comprised posts and user engagements with the four major presidential candidates—Ahmed Bola Tinubu of the All Progressives Congress (APC), Peter Obi of the Labour Party (LP), Rabiu Kwankwaso of the New Nigeria People’s Party (NNPP), and Atiku Abubakar of the Peoples Democratic Party (PDP) during the official campaign period of 28 September 2022 to 23 February 2023. Findings revealed that politicians’ engagement on X had a significant influence on political participation in the 2023 general elections, particularly in the South-South region. While Atiku Abubakar received the highest number of mentions, Peter Obi’s electoral success demonstrated the critical link between online visibility and offline voter behaviour. Tinubu’s strong digital mobilization contrasted with Atiku’s weak vote conversion rate, reflecting a trust deficit among voters. The study concludes that digital engagement is increasingly shaping electoral dynamics in Nigeria, but its effectiveness is mediated by offline socio-political realities. It recommends that political campaigns should prioritize the creation of positive content, actively engage younger Nigerians, combine online visibility with grassroots mobilization, and proactively address negative sentiments on social media to enhance voter trust and electoral outcomes.