Abstract:

Man is a social being by nature and cannot exist without communication. His interactive ability makes it possible for him to exchange ideas, feelings, influence opinions, and share information with his neighbours or self, originally on intra-personal, inter-personal, or group levels which later metamorphosed into mass communication. Today, communication technologies (ICTs) have changed the way of socio-political interaction all over the world. This study, Emergence of Digital Marketing in Politics during the 2023 Presidential Election in Nigeria tried to ascertain how the emergence of digital marketing in politics aided political parties in their Campaign during the 2023 Presidential Election in Nigeria. The researchers employed survey research method using questionnaire as the research instrument. The sample size of 385 was drawn from the population using Australian calculator. One of the findings show that Nigerians used mostly social media during the political campaign and that they had a way of discovering the credibility of campaign messages. The researchers, therefore, recommended that enough awareness should always be created for electorates using the social media to ensure that political messages reach the target audience; electorates should also be encouraged to visit the social media platforms often for update concerning the political parties and their ideologies; and that political parties should ensure the credibility of the messages they send to the social media by ensuring that their contents are real facts and not propaganda.