Social media political word-of-mouth and citizens' involvement: a potent mix for enhancing real-world political participation amongst millennials

The aim of this study is to investigate how the various elements of value embedded in social media political Word-of-Mouth (WOM) and citizens' involvement influence real-world political participation amongst millennials. We utilised the snowball sampling technique to generate 236 usable responses from Nigerian millennials through an online survey. Structural equation modelling and the Preacher-Hayes process are the analytical tools. Results show that the hedonic, utilitarian, and relational values embedded in social media political WOM influence real-world political participation. Furthermore, the effects of utilitarian and relational WOM values are strongest when citizens are highly involved in social media political WOM. Finally, citizens that propagate social media political WOM for hedonic purposes are unlikely to vote during elections. These findings suggest that social media political WOM can contribute a great deal in enthroning an inclusive, accountable and transparent democratic process in nascent democracies.