Research report on the influence of credibility of social media influencers on voters in Uganda Christian University’s guild election
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Date
2026-06-05
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Uganda Christian University
Abstract
This study examines the influence of the credibility of social media influencers on voters in Uganda Christian University guild elections. Specifically, it investigates how credibility, authenticity, and parasocial relationships shape students’ voting decisions. A quantitative research design was employed, using structured surveys to collect data from students who actively use social media platforms such as Instagram, TikTok, and YouTube. The data was analyzed using statistical techniques to identify patterns and relationships between influencer credibility and voter behavior. The findings are expected to provide valuable insights for academics, marketers, policymakers, and communication professionals, contributing to a better understanding of the role of social media influencers in shaping political engagement among university students in the African context.
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Undergraduate