Digital Communication and Electoral Service Delivery: An Empirical Study of INEC’s Use of Social Media in Akwa Ibom State
Abstract
This study examines the effect of selected social media platforms on service delivery of the Independent National Electoral Commission (INEC) in Akwa Ibom State. Specifically, the study seeks to determine the effect of WhatsApp (instant messaging) on service delivery, investigate the effect of Instagram networking on service delivery, and assess the extent of influence of Telegram on service delivery within INEC. A survey research design was adopted. Four hundred (400) questionnaires were administered to INEC staff, ad-hoc personnel, and voters in Akwa Ibom State, out of which 381 valid responses were retrieved and analyzed. The research instrument was pilot-tested and validated by supervisors and subject experts, yielding a Cronbach’s alpha reliability coefficient of 0.86. Data were coded and analyzed using SPSS version 25, employing descriptive statistics and inferential tools, including Pearson correlation and multiple linear regression. Diagnostic tests such as Variance Inflation Factor (VIF), Breusch–Pagan, and Kolmogorov–Smirnov tests were conducted to ensure model robustness. The findings revealed that WhatsApp, Instagram, and Telegram each exerted a statistically significant positive effect on INEC’s service delivery, measured in terms of accessibility, transparency, responsiveness, and voter education. Among the platforms, Instagram demonstrated a stronger influence on service delivery, followed by WhatsApp, while Telegram showed the least but still significant effect. The study concludes that targeted and platform specific use of social media enhances INEC’s service delivery outcomes. Consequently, it recommends that INEC strengthen the strategic deployment of WhatsApp, Instagram, and Telegram through structured communication policies, continuous training of social media handlers, and integration of these platforms with conventional offline engagement mechanisms to ensure inclusive and effective service delivery.