Mass Communication

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Author: search.filters.author.ABUBAKAR, Moronranti Khadijah

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    INFLUENCE OF ARTIFICIAL INTELLIGENCE ON SOCIAL MEDIA POLITICAL CAMPAIGN AMONG POLITICAL PARTY MEMBERS IN OFFA
    (2024) ABUBAKAR, Moronranti Khadijah
    The study examined the influence of Artificial Intelligence on social media among political party members in Offa. Artificial Intelligence (AI) has become increasingly prevalent in various aspects of our lives, including politics. The objectives of this study are (i) to assess the level of awareness of AI for social media political campaigns among political party member in Offa. (ii) to investigate the perception of political party members in using Artificial Intelligence for social media political campaign. (iii) to examine the influence of Artificial Intelligence on social media political campaigns among political party members in Offa. This study made use of Cross-sectional research design and Self-administered questionnaire was administered to a sample size of three hundred and seventy-seven political party member using 20961 populations. Questionnaires were used to collect data which was analysed with statistical method indicating frequency, percentages, mean and standard deviation. The study found out that there is low awareness about using AI in social media political campaign and as a result there is low perception of AI in campaign and limited influence on AI on social media political campaign. Lastly, the study therefore recommends that; there should be effective and thorough awareness on the use of AI role in motivating citizen to participate in politics,set clear goal and objectives for their social media campaign to identify areas where AI can be most useful, choose AI tools that suit their needs considering factors like ease of use, cost and technical support, train their campaign teams to use AI tools effectively and interpret AI- generated insights, focus on ensuring high-quality data as AI algorithm’s effectiveness depends on the data they analyze.