Influence of WhatsApp Political Communication on Voters' Choice of Candidate during Elections in Makurdi Metropolis

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The expansion and rapid growth of digital technology have significantly transformed political communication on several platforms, prominent among which is the WhatsApp instant messaging platform. This empirical review examined WhatsApp political communication and its influence on voters' choice of candidate during elections in Makurdi metropolis. The study is anchored on Agenda-setting theory and Elaboration Likelihood Model (ELM). The survey research method was adopted for the study, employing a questionnaire as an instrument for data collection from 400 respondents drawn statistically using Taro Yamani’s formula from a population of 509,000 residents of Makurdi metropolis. Findings revealed that the people of Makurdi metropolis use WhatsApp for political communication and that they trust only information flow from trusted persons on the platform, as they are aware that the platform can be used for misinformation. Based on these findings made the study concludes that the residents of Makurdi metropolis are exposed to and use WhatsApp for political communication and that it influences their participation during elections, but does not influence their choice of candidate to vote for during elections, as such choice is determined by other factors. Consequently, the study recommended that since WhatsApp has potential for the spread of misinformation, steps should be taken by social media companies and lawmakers to lower the chances of this occurring and the use of social media among young adults should be encouraged and viewed in a positive light.