Less than half say they fact-check what they see when scrolling.
Social media is playing an influential role in the upcoming European and local elections.
One in five voters has changed their voting choice based on what they've seen online.
However, research from Pure Telecom shows less than half say they fact-check what they see when scrolling.
Pure Telecom CEO Paul Connell says this is affecting young people in particular.
Kfm recently reported on who is utlising social media most across Kildare in the run up the the local and European elections.
Councillor Bob Quinn has emerged as one of the biggest monthly spenders on social media ads in Kildare.
He appears to be focusing primarily on Facebook, with some of the councillor's ads reaching over 5,000 people for as little as €10.
Cllr Quinn is spending on average €150 a month on social media ads, with €291 spent so far on advertising in the past 90 days.
Leading the pack in Kildare is Sinn Féin Ireland with a hefty €2,173 spent on ads, setting a high bar for electoral spending.
MEP candidate Lisa Chambers follows with €750, showcasing a significant investment in her campaign.
Meanwhile, MEP candidate Senator Pauline O'Reilly of the Green Party allocated €466.
Both Fianna Fáil and MEP candidate Nina Carberry spent €428 each so far.
The expenditure figures reveal a wide range of campaign tactics.
Barry Cowen, another MEP candidate, spent €323, just ahead of Cllr Quinn.
Major parties like Fine Gael spent €285.
In contrast, Independent Ireland's campaign saw a modest outlay of €152 across the county, while local election candidate James Garvin from Newbridge spent €138.
Senator Mark Wall's campaign was even more frugal with €132 spent so far, while the Green Party Ireland's spending was minimal, under €100.
Cllr Quinn's €291 expenditure, though moderate compared to the highest spenders, signals a strategic move to bolster his presence in a crowded field.
Senator Fiona O'Loughlin is also among the top 20 spenders, spending under €100 locally in the past 90 days.
With such varied spending across candidates, the impact of these investments on voter engagement and election outcomes remains to be seen.
Commenting on his spend, Cllr Quinn said social media has been useful in getting messaging around specific topics in front of the right people.
He said he has taken a blended approach but that he is still canvassing.
He said it is relatively inexpensive and that it helps if the "content is engaging".
He said being able to target messages based on demographics has been a useful tool.
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