Social Media Engagement and Public Service Delivery: evidence from Facebook, Twitter, and YouTube Use by INEC in Akwa Ibom State

Abstract

This study examines the influence of Facebook, X, and YouTube on service delivery of the Independent National Electoral Commission (INEC) in Akwa Ibom State, Nigeria. The study specifically assessed the effect of Facebook, determined the extent of X's influence, and examined the effect of YouTube on INEC's service delivery. A survey research design was adopted, with 400 questionnaires administered to INEC staff, ad hoc personnel, and registered voters; 381 valid responses were analyzed. The instrument was validated and found reliable (Cronbach's α = 0.86). Data were analyzed using SPSS (version 25) through descriptive statistics, Pearson correlation, and multiple regression analysis, with relevant diagnostic tests conducted to ensure model robustness. Findings revealed that Facebook, X, and YouTube exerted statistically significant positive effects on INEC's service delivery, with Twitter showing the strongest influence. The study concludes that strategic use of social media enhances electoral service delivery and recommends that INEC strengthen its institutional social media framework to promote effective public engagement and transparency.