THE IMPACT OF SOCIAL MEDIA ON STUDENT ELECTORAL CAMPAIGNS: A

CASE STUDY OF TECHNICAL UNIVERSITY OF MOMBASA (TUM)

BY

ANTHONY MWAIKWASI KIMBIO BJMC/416J/2020

DEPARTMENT OF COMMUNICATION STUDIES, SCHOOL OF HUMANITIES

AND SOCIAL SCIENCES, TECHNICAL UNIVERSITY OF MOMBASA

A RESEARCH PROPOSAL SUBMITTED FOR THE PARTIAL FULFILLMENT OF

A BACHELOR'S DEGREE PROGRAM IN JOURNALISM AND MASS
COMMUNICATION

APRIL 2024

i
 DECLARATION

I hereby declare that this research proposal is my original work and has never been submitted
before for the consideration of any academic award.

Sign ……………………………………... Date……………………………………...

Anthony Mwaikwasi Kimbio

BJMC/416J/2020

RECOMMENDATION

This research project paper has been submitted for examination for the award of a Bachelor’s
degree in Journalism and Mass Communication, at the Technical University of Mombasa,
with my approval as the university Supervisor.

Sign ……………………………………... Date……………………………………...

Mr. Odongo B. Wandago

ii
ABSTRACT

Social media has emerged as a powerful tool in political campaigns worldwide, offering
candidates new channels to reach and engage voters. However, the influence of social media
on student electoral campaigns within African universities remains understudied. This
research proposal outlines a quantitative study that aims to evaluate the impact of social
media usage on voter turnout, engagement, and opinion-shaping during student elections at
the Technical University of Mombasa (TUM) in Kenya. Guided by the Two-Step Flow
Theory and Agenda-Setting Theory, the study will investigate how social media platforms
facilitate the dissemination of campaign information, mobilization efforts, and framing of
electoral issues. A stratified random sampling approach will be employed to survey a
representative sample of 377 TUM students. Supplementary data will be collected through
extraction and content analysis of candidates' social media posts during the 2021 campaign
period. The findings will provide empirical insights into the role of social media in shaping
voter perceptions, engagement levels, and broader trends in digital political campaigning
within the higher education context. Ultimately, recommendations will be offered on
leveraging social media effectively and responsibly for future student electoral processes at
the Technical University of Mombasa and similar institutions. This study addresses a crucial
knowledge gap and holds significance for fostering digitally informed student electorates and
promoting ethical practices in online campaigning.

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Table of Contents
Chapter 1: Introduction......................................................................................................................1
1.1 Background Information...........................................................................................................1
1.2 Statement of the problem..........................................................................................................3
1.3 Research Objectives...................................................................................................................3
1.4 Research Questions....................................................................................................................4
1.5 Justification of the Study...........................................................................................................4
1.6 Significance of the Study...........................................................................................................5
1.7 Scope of Study............................................................................................................................5
Chapter 2: Literature Review.............................................................................................................7
2.1 Existing Literature Review.......................................................................................................7
2. 1. 1 The influence of social media on voter turnout and engagement......................................7
2. 1. 2 The role of social media in shaping the opinions and perceptions regarding candidates
and electoral issues..........................................................................................................................8
2. 1. 3 Harnessing social media for electoral campaigns...............................................................9
2. 1. 4 Research Gap and Contributions......................................................................................10
2.2 Theoretical Framework...........................................................................................................10
2.2.1 Two-Step Flow Theory..........................................................................................................10
2.2.2 Agenda-Setting Theory.........................................................................................................11
2.3 Conceptual Framework...........................................................................................................12
Chapter 3: Research Methodology...................................................................................................15
3.0 Introduction.............................................................................................................................15
3.1 Research Design.......................................................................................................................15
3.2 Target Population....................................................................................................................15
3.3 Sampling Frame.......................................................................................................................15
3.4 Sampling Procedure................................................................................................................16
3.6 Data Collection Procedure......................................................................................................16
3.7 Data Presentation and Analysis..............................................................................................17
3.8 Ethical Considerations............................................................................................................17
References..........................................................................................................................................18

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LIST OF TABLES AND FIGURES

Figure 1.1 – Conceptual Framework

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ACRONYMS

TUM: Technical University of Mombasa

TUMSA: Technical University of Mombasa Students Association

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DEFINITION OF TERMS

Social media: Web-based communication tools that enable people to interact with each other
by sharing and consuming information (Safko & Brake, 2012).

Elections: A formal group decision-making process by which a population chooses an

individual or multiple individuals to hold public office (Gallagher & Mitchell, 2008).

Politics: The set of activities associated with making decisions in groups, or other forms of
power relations between individuals, such as the distribution of resources or status (Leftwich,
2004).

Campaigns: Organized efforts to influence the decision-making process within a specific

group, often used in a political context to refer to the organized effort to win elections
(Denver & Hands, 2005).

Voters: Individuals who have the right to vote in an election, typically citizens of a country
of voting age (Franklin, 2004).

Candidates: Individuals who present themselves for election to public office (Norris, 2005).

Internet: A global network of interconnected computer networks that uses the standard
Internet Protocol Suite (TCP/IP) to serve billions of users worldwide (Leiner et al., 2009).

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 Chapter 1: Introduction

1.1 Background Information

The term "social media" describes how individuals connect with one another through the
creation, sharing, and/or exchange of knowledge inside online groups and networks. Social
media platforms such as Facebook, Twitter, Instagram, and Snapchat have become integral to
political campaigning strategies worldwide. Studies have shown that these platforms offer
candidates unprecedented reach and engagement with potential voters (Woolley &
Guilbeault, 2018). The interactive nature of social media allows candidates to directly
communicate with their constituents, mobilize supporters, and disseminate campaign
messages at minimal cost (Howard et al., 2018).

Kenya has primarily used traditional party campaigning methods, such as local political
events like large rallies, party meetings, door-to-door canvassing, events at places of worship,
traditional spaces, poster advertising, pamphlets, and music, in addition to a small number of
news media outlets that did not reach the majority of the nation. The 2017 elections in Kenya
to elect the president, members of parliament, governors, and senators were described as the
first social media election (Mohamed 2017) - Social media applications like Facebook,
Twitter, YouTube, WhatsApp, and blogs played a crucial role in the electoral process. In these
elections, more than half of the registered voters were youth, a group that also dominates
social media usage in Kenya.

Internet penetration in Kenya stood at 89.3 percent by June 2019, and most of these users
access the Internet through their mobile telephones. This has seen an increase in the uptake of
social media platforms, with WhatsApp, Facebook, YouTube, and Twitter being the most
dominant social media applications used in the country. In a country of fifty-two million,
there are 8.20 million active social media users (mostly mobile social media users)
representing a penetration rate of 16 percent. Even though a significant digital divide persists
in the country, social media applications like Facebook, Twitter, YouTube, WhatsApp, blogs,
and other apps, which did not exist some years ago, now form a crucial part of the Kenyan
electoral process. – (Ndlela, M. (2022).

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The role of social media in the 2022 elections can also not be understated. It gave birth to
many careers in the democratic process: Social media managers, bloggers, graphic designers,
etc. The Candidates used social media to drive their political narratives, sell their agenda to
their electorate, publicize their meetings to influence attendance, interact with the voters, and
generate opinion polls to weigh political strength. The choice of social media tools was
influenced by their popularity among the electorate, competitors' choice, reliability, and
convenience (Ndlela, 2022). Notable names running the social media space to influence the
elections were Gabriel Oguda, Pauline Njoroge, Dennis Itumbi, Hussein Mohammed,
Abraham Mutai, and Philip Etale, just to mention a few (Mutinda, 2023).

The impact of social media influencers in the election was so huge, that the political
candidates and parties heavily invested in them financially. Some even went ahead poaching
bloggers from their competitor's factions. The influencers also faced death threats, arrests,
flagging down their social media pages, and intimidation to counter their activity (Mutinda,
2023). This shows the huge role that social media plays in the democratic process. This trend
has also extended to student electoral campaigns, with candidates at universities and colleges
using social media to connect with their peers and promote their platforms (Mutinda, 2023).
However, the impact of social media on student electoral campaigns remains understudied,
particularly in a university setting such as the Technical University of Mombasa. It is in light
of this that our research proposal topic was founded.

The Technical University of Mombasa has a well-established student governing body/council

named, the Technical University of Mombasa Students Association (TUMSA). Each year the
students elect new leaders into the TUMSA Council. Among the seats that are highly
contested are the Chairmanship of the Council also called the Presidency, Sports and
Entertainment Secretary, Faculty Representatives, and Delegates. During the electioneering
period for these posts, there has been a notable trend of using social media platforms to run
the campaigns.

While existing literature provides valuable insights into the broader impact of social media on
political campaigns, there is a notable gap in understanding its specific effects on student
electoral campaigns within the Kenyan higher education context. Focusing on TUM as a case
study, this research aims to fill this gap by providing empirical evidence on how social media
influences candidate strategies, voter engagement, and electoral outcomes in a university
setting. University politics usually have a bearing on national elections, with many student
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leaders succeeding in the political space – Babu Owino, James Orengo, Kipchumba
Murkomen, Hassan Omar, Anyang’ Nyong’o, and Ababu Namwamba.

1.2 Statement of the problem

In higher education institutions like the Technical University of Mombasa, student electoral
campaigns are increasingly utilizing social media platforms like Facebook, Twitter, and
Instagram. However, there is limited research examining the specific impacts and influences
of social media usage within the context of student elections at African universities. Despite
the growing prevalence of social media in political campaigning broadly, a lack of
comprehensive understanding persists regarding how these digital platforms shape key
aspects of student electoral campaigns, such as campaigning strategies, voter engagement and
turnout, dissemination of campaign information, and ultimately, electoral outcomes. This
knowledge gap highlights the need for dedicated research exploring the role and effects of
social media on the unique dynamics of student elections within university settings like
TUM.

The need for this study arises from the transformative adoption of social media by student
candidates and voters, yet the scarcity of focused investigations analyzing how these
platforms influence university-level electoral processes, strategies, and participation in the
Kenyan context. By examining TUM as a case study, the research can provide empirical
insights into the advantages, challenges, and implications associated with leveraging social
media for student electoral campaigns. These findings can inform future strategies, policies,
and practices surrounding the responsible integration of digital campaigning tools within
higher education environments, promoting more engaged and digitally-aware student
electorates. Furthermore, understanding social media's impact on shaping opinions,
narratives, and voter decision-making during student elections can shed light on broader
trends in youth political engagement facilitated by online platforms.

1.3 Research Objectives

i. To evaluate the influence of social media on voter turnout and engagement among the
student body at TUM.

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 ii. To investigate the role of social media in shaping the opinions and perceptions of
TUM students regarding candidates and electoral issues.
iii. To provide recommendations on how social media can be harnessed effectively and
responsibly in future student electoral campaigns at TUM.

1.4 Research Questions

i. What is the influence of social media on voter turnout and engagement among the
student body at TUM during electoral campaigns?
ii. How does social media shape the opinions and perceptions of TUM students
regarding candidates and electoral issues during student electoral campaigns?
iii. What recommendations can be provided for harnessing social media effectively and
responsibly in future student electoral campaigns at TUM?

1.5 Justification of the Study

This study seeks to comprehend how social media platforms affect student voter behavior and
campaign strategies at the university level. Research has demonstrated the transformative role
of social media in political engagement and electoral campaigns in various global settings,
necessitating an in-depth analysis of its effects within the microcosm of university elections

The outcomes of this study will potentially influence the development of university policies
regarding the conduct of student elections, specifically addressing the ethical use and
regulation of social media platforms. Additionally, the findings will inform university
administrators and student leaders about effective campaign strategies and communication
techniques that can be employed to enhance student engagement and democratic participation
on campus.

Additionally, the study aligns with Kenya's National ICT Policy, emphasizing the importance
of leveraging technology for socio-political engagement (Mutuku & Ongati, 2020) and
resonates with educational policies focusing on student participation in governance processes
within tertiary institutions.

4
1.6 Significance of the Study

As social media usage continues to grow globally, understanding its effects on electoral
processes at the university level, is relevant and timely. Insights into how candidates use
social media to frame their campaigns and reach voters can inform future electoral strategies
and the development of best practices for digital campaigning.

The research will shed light on the level of digital literacy among students and its impact on
the political process, potentially highlighting areas for improvement in digital education.
While focused on TUM, the study's outcomes may be generalizable to other institutions and
help understand broader trends in social media's role in elections.

The research will also reveal how social media content affects student voters' perceptions and
decision-making processes, in addition to uncovering how social media influences student
engagement and participation in the electoral process.

1.7 Scope of Study

The study is limited to the Technical University of Mombasa (TUM), an institution of higher
learning based on the coast of Kenya, Africa. The choice of TUM has been influenced by the
lack of similar research in this institution and the accessibility of data. Additionally, the
Technical University of Mombasa has a well-established student governing body that is
chosen democratically through secret ballot.

The theories that will guide this research include the agenda-setting theory and the Two Step
Flow theory.

Limitations of Study

1. The study is delimited to the context of TUM, and the findings may not be directly
generalizable to other higher education institutions or contexts outside of Kenya.
2. The research will focus specifically on the role of social media in student electoral
campaigns and may not encompass all factors influencing the electoral process or
outcomes.

5
3. The data collection will be limited to the time frame of the 2021 TUM student
elections, which may not capture long-term trends or changes in social media usage
and its impacts.
4. The study will rely on self-reported data from participants (students, candidates, and
campaign managers), which may be subject to biases or limitations in recollection.
5. Access to complete social media data from all candidates and campaigns may be
limited due to privacy settings or other restrictions.

6
 Chapter 2: Literature Review

2.1 Existing Literature Review

The university, being a hub for youth engagement and political activities, makes it an ideal
case study to understand the impact of social media on student electoral campaigns. While
there is extensive research on social media's impact on national political elections, and some
studies have focused on university contexts within the United States and in European politics
(Peruta & Shields, 2018) (Vergeer et al., 2011), there is a scarcity of focused research
exploring this influence within the specific context of student elections in African universities

2. 1. 1 The influence of social media on voter turnout and engagement.

Numerous studies have highlighted the potential of social media to increase voter
engagement and turnout in electoral campaigns. Baumgartner and Morris (2010) found that
young adults who actively used social networking sites were more likely to participate in
political campaigns and elections, suggesting a positive relationship between social media
usage and political engagement. Similarly, Bor (2014) demonstrated that political campaigns
that effectively leveraged social media experienced higher levels of citizen engagement and
mobilization, with social media serving as a platform for direct communication and
mobilization efforts.

In the context of student elections, Towner and Dulio (2012) examined the use of social
media in student government elections at a large public university in the United States. Their
findings revealed that social media platforms, particularly Facebook, were widely used by
candidates to disseminate campaign information, mobilize supporters, and engage with
voters. Furthermore, students who were more active on social media were more likely to
participate in the electoral process, suggesting a positive correlation between social media
usage and voter turnout among students.

A study by Kruikemeier (2014) explored the relationship between online political

communication and voter engagement in the Netherlands. The results indicated that exposure

7
to online political information and interactive features on social media platforms increased
citizens' propensity to engage in political discussions and participate in the electoral process.
This finding highlights the potential of social media to foster political engagement by
facilitating information sharing and discourse.

However, there is a lack of similar studies focused specifically on the influence of social
media on voter turnout and engagement in student electoral campaigns within African
universities, such as TUM. This gap underscores the need for context-specific research to
understand social media's impact on student voter behavior in the Kenyan higher education
setting.

2. 1. 2 The role of social media in shaping the opinions and perceptions

regarding candidates and electoral issues.

Social media has been found to play a significant role in shaping public opinion and
perceptions during electoral campaigns. Parmelee and Bichard (2011) demonstrated how
social media amplifies the agenda-setting power of both traditional and digital media, as
content can be rapidly shared and discussed across various platforms. Campaigns may
leverage social media to strategically frame narratives and focus attention on favorable
issues, potentially influencing the salience of certain topics among voters.

A study by Stier et al. (2018) examined the effects of social media use on political
polarization and opinion formation during the 2016 U.S. presidential election. The
researchers found that exposure to like-minded content on social media platforms contributed
to the reinforcement of existing beliefs and the formation of more extreme political opinions.
This highlights the potential of social media to shape perceptions and attitudes through
selective exposure and echo chamber effects.

Peruta and Shields (2018) focused on the impact of social media on student government
elections at a private university in the United States. Their findings indicated that social
media played a significant role in shaping student perceptions of candidates and influencing
voting behavior. Candidates who effectively utilized social media were perceived as more
accessible, transparent, and in touch with the student body, potentially swaying voter
opinions and preferences.

8
In the Kenyan context, Ndlela (2022) explored the changing landscape of political
campaigning and noted the increasing role of social media in national elections. The study
highlighted how candidates used social media platforms to drive political narratives, interact
with voters, and generate opinion polls, suggesting the potential influence of social media on
shaping public perceptions and discourse.

However, research specifically examining the role of social media in shaping opinions and
perceptions of students regarding candidates and electoral issues within the African higher
education context is limited. This gap underscores the need for dedicated research to
understand the dynamics of opinion formation and perception shaping among student
electorates through social media platforms.

2. 1. 3 Harnessing social media for electoral campaigns.

While several studies have explored the potential benefits and challenges of using social
media in political campaigns (e.g., Woolley & Guilbeault, 2018; Howard et al., 2018), there
is a lack of specific research focusing on providing recommendations for the effective and
responsible use of social media in the context of student electoral campaigns at African
universities like TUM.

Woolley and Guilbeault (2018) discussed the potential risks associated with the use of social
media in political campaigns, such as the spread of misinformation, computational
propaganda, and the amplification of polarizing narratives. They emphasized the need for
developing guidelines and best practices to ensure the ethical and responsible use of these
platforms in electoral contexts.

Howard et al. (2018) investigated the impact of social media on democracy and highlighted
the importance of digital literacy and critical thinking skills among voters to navigate the
complex information landscape. The authors called for educational initiatives and awareness
campaigns to empower citizens to critically evaluate online content and make informed
decisions during electoral processes.

In the context of student elections, Agutu (2019) examined the role of student governing
councils in decision-making processes at Kenyan universities. While not specifically focused
on social media, the study highlighted the importance of fostering inclusive and transparent

9
governance practices within student bodies, which could inform recommendations for the
responsible use of social media in electoral campaigns.

To address the research objective of providing recommendations for the effective and
responsible use of social media in student electoral campaigns at TUM, this study will draw
upon the findings and insights from the broader literature on social media and political
campaigns, as well as the specific context and dynamics of student governance at African
universities. By synthesizing this knowledge, the research aims to contribute practical and
contextually relevant recommendations to support ethical and impactful social media usage in
future student elections.

2. 1. 4 Research Gap and Contributions

While existing literature provides valuable insights into the broader impact of social media on
political campaigns, there is a notable gap in understanding its specific effects on student
electoral campaigns within the Kenyan higher education context. Focusing on TUM as a case
study, this research aims to fill this gap by providing empirical evidence on how social media
influences candidate strategies, voter engagement, and electoral outcomes in a university
setting.

2.2 Theoretical Framework

This study is guided by two primary theories: the Two-Step Flow Theory and the Agenda-
Setting Theory. These theories provide a conceptual lens through which the impact of social
media on student electoral campaigns can be understood and analyzed.

2.2.1 Two-Step Flow Theory

The Two-Step Flow Theory, proposed by Katz and Lazarsfeld (1955), posits that media
effects are indirectly experienced through the influence of opinion leaders. These leaders first
consume media content, interpret it, and then act as intermediaries, passing the information
on to wider audiences within their social networks. In the context of student electoral
campaigns, social media could be used by opinion leaders—such as influential students or
groups—to shape the attitudes and voting behaviors of other students. Opinion leaders may
interpret and filter campaign messages before they reach the general student body, amplifying
certain aspects and deemphasizing others.

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According to Bode (2016), the Two-Step Flow Theory remains relevant in the digital age, as
social media platforms facilitate the rapid dissemination of information and opinions by
influential individuals or groups. These online opinion leaders can potentially sway the
perceptions and voting decisions of their followers or networks. For example, a popular
student blogger or social media influencer could endorse a particular candidate, shaping the
opinions of their audience.

2.2.2 Agenda-Setting Theory

The agenda-setting Theory, introduced by McCombs and Shaw (1972), suggests that the
media doesn't tell people what to think, but is quite successful in telling them what to think
about. This means social media could have a significant impact on student elections by
highlighting certain issues, candidates, or campaigns. The prominence of particular topics on
social media platforms could influence what students perceive as important or credible.
Campaigns might use social media to strategically set the agenda and focus attention on the
issues they consider most favorable to their electoral success.

According to Parmelee and Bichard (2011), social media has amplified the agenda-setting
power of both traditional and digital media, as content can be rapidly shared and discussed
across various platforms. In the context of student elections, campaigns could leverage social
media to frame the narrative and drive conversations around specific topics, potentially
shaping the priorities and concerns of student voters.

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2.3 Conceptual Framework

Figure 1.1

INDEPENDENT VARIABLES
DEPENDENT VARIABLES
SOCIAL MEDIA
STUDENT ELECTORAL
 Frequency of posts CAMPAIGNS
 Use of social media
 Voter turnout among TUM
influencers or student
students
opinion leaders in campaigns
 Engagement levels with
 Social media campaign
candidate social media accounts
strategies employed by
(likes, shares, comments)
candidates
 Opinions and perceptions of
 Types of social media content
TUM students towards
candidates share (text,
candidates
images, videos, etc.)

MODERATING VARIABLES
1. Digital literacy levels of students

2. Accessibility and affordability of

internet/social media

3. Existing political affiliations or

biases of students

4. University guidelines on the use

of social media in campaigns

5. General social media usage

patterns among TUM students

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The conceptual framework illustrated in Figure 1.1 provides a visual representation of the key
variables and their proposed relationships in the study examining the impact of social media
on student electoral campaigns at the Technical University of Mombasa (TUM).

The framework identifies social media as the independent variable, which encompasses
various aspects of social media usage and strategies employed by candidates during the
student electoral campaigns. These include:

1. Frequency of posts on social media platforms

2. Utilization of social media influencers or student opinion leaders in campaigns
3. Specific social media campaign strategies adopted by candidates
4. Types of content (text, images, videos, etc.) shared by candidates on social media

The dependent variables represent the aspects of student electoral campaigns that are
hypothesized to be influenced by social media usage. These include:

1. Voter turnout among TUM students

2. Engagement levels with candidates' social media accounts (likes, shares, comments)
3. Opinions and perceptions of TUM students towards candidates
4. Voting outcomes and election results

The conceptual framework also acknowledges the potential influence of moderating

variables, which can interact with or alter the relationship between the independent and
dependent variables. These moderating variables include:

1. Digital literacy levels of TUM students

2. Accessibility and affordability of internet and social media for students
3. Existing political affiliations or biases among students
4. University guidelines or policies regarding the use of social media in campaigns
5. General social media usage patterns among TUM students

The framework suggests that social media activities and strategies employed by candidates
during the campaigns may impact various aspects of the electoral process, such as voter
turnout, engagement levels, opinion formation, and ultimately, voting outcomes. However,
these relationships are likely moderated by factors such as digital literacy, internet access,

13
pre-existing biases, university regulations, and overall social media usage patterns within the
student population.

By visually representing these variables and their hypothesized relationships, the conceptual
framework provides a coherent and structured approach to investigating the research
objectives outlined in the proposal. It guides the data collection and analysis processes,
allowing for the examination of how social media influences different aspects of student
electoral campaigns while accounting for potential moderating factors.

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 Chapter 3: Research Methodology

3.0 Introduction

This chapter outlines the research design, target population, sampling procedures, data
collection methods, and data analysis techniques that will be employed in this study. The
methodology has been carefully selected to address the research objectives and ensure the
validity and reliability of the findings.

3.1 Research Design

This study will employ a quantitative research design to investigate the impact of social
media on student electoral campaigns at the Technical University of Mombasa (TUM). A
quantitative approach is suitable for this study as it allows for the systematic collection and
analysis of numerical data, enabling the measurement and quantification of variables related
to social media usage, voter engagement, and campaign strategies (Creswell & Creswell,
2018). The choice of a quantitative design is further supported by similar studies in the field
of political communication and social media research, which have effectively utilized
quantitative methods to analyze social media data, engagement metrics, and survey responses
(e.g., Towner & Dulio, 2012; Vergeer et al., 2011).

3.2 Target Population

The target population for this study will comprise 18,564 students (source: TUM Registrar's
Office, 2022) enrolled at the Technical University of Mombasa during the 2021-2022
academic year when the student elections took place.

3.3 Sampling Frame

The sampling frame will consist of all registered students at the Technical University of
Mombasa (TUM) who were eligible to vote in the 2021 student elections.

15
3.4 Sampling Procedure

A stratified random sampling technique will be employed to ensure the sample is

representative of different subgroups within the student population, such as academic
programs, years of study, and demographics.

Stratified random sampling involves dividing the population into homogeneous subgroups
(strata) and then selecting a random sample from each stratum (Schutt, 2018). This approach
ensures that the sample accurately represents the diverse characteristics of the target
population, allowing for more precise estimates and comparisons between subgroups.

3.5 Sample Size

The sample size for this study will be determined using the formula for a finite population
(Cochran, 1977):

Where:

n = sample size

z = confidence level (95%, standard value of 1.96)

p = estimated proportion of the population (0.5 for maximum variability)

q = 1 - p = 0.5

N = population size (18,564)

e = margin of error (0.05)

Based on this formula, the minimum required sample size for this study is 377 students.

3.6 Data Collection Procedure

The primary data collection method for this study will involve extracting social media data
from the official accounts of the 16 student candidates who participated in the 2022 TUM
elections. Data extraction will be utilized to collect posts, engagement metrics (e.g., likes,

16
shares, comments), and other relevant data from platforms like Facebook, Twitter, and
Instagram during the campaign period.

Additionally, a self-administered online survey will be conducted to gather data from the
sampled 377 TUM students regarding their social media usage, engagement with candidates'
campaigns, and perceptions of the electoral process. The survey will include questions
designed to address the research objectives, with items adapted from validated scales and
instruments used in similar studies (e.g., Baumgartner & Morris, 2010; Peruta & Shields,
2018).

3.7 Data Presentation and Analysis

The quantitative social media data will be analyzed using appropriate statistical techniques
aligned with the research objectives and conventions in the humanities and social sciences.
Descriptive statistics such as frequencies, percentages, means, and standard deviations will be
employed to summarize and describe the data.

Data visualization techniques like charts and graphs will be utilized to present the findings in
a clear and comprehensible manner, adhering to the norms and practices in the humanities
and social sciences disciplines.

3.8 Ethical Considerations

Informed consent will be obtained from all survey participants, ensuring they are aware of the
purpose of the study, the voluntary nature of their participation, and the measures taken to
protect their privacy and confidentiality. Participants will have the right to withdraw from the
study at any time without consequence. The survey data will be anonymized, and no
personally identifiable information will be collected or reported in the research findings.
Social media data will be extracted from publicly available sources, and necessary
precautions will be taken to ensure compliance with platform terms of service and data
privacy regulations.

17
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Bode, L. (2016). Pruning the news feed: Unfriending and present partisan diets. Journal of
Communication, 66(1), 65-83.

Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the
flow of mass communications. Free Press.

McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public
Opinion Quarterly, 36(2), 176-187.

Ndlela, M. (2022). The Changing Face of Political Campaigning in Kenya. In D. Taras & R.
Davis (Eds.), Electoral Campaigns, Media, and the New World of Digital Politics (pp. 244-
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Parmelee, J. H., & Bichard, S. L. (2011). Politics and the Twitter revolution: How tweets
influence the relationship between political leaders and the public. Lexington Books.

Peruta, A., & Shields, A. B. (2018). Social media in higher education: Understanding how
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