Navigating the Digital Sphere: Exploring Websites, Social Media, and Representation Costs—A European Union Case Study

Aritz Gorostiza-Cerviño, Álvaro Serna-Ortega (), Andrea Moreno-Cabanillas and Antonio Castillo-Esparcia
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Aritz Gorostiza-Cerviño: Audiovisual Communication and Advertising, University of Malaga, 29010 Malaga, Spain
Álvaro Serna-Ortega: Audiovisual Communication and Advertising, University of Malaga, 29010 Malaga, Spain
Andrea Moreno-Cabanillas: Audiovisual Communication and Advertising, University of Malaga, 29010 Malaga, Spain
Antonio Castillo-Esparcia: Audiovisual Communication and Advertising, University of Malaga, 29010 Malaga, Spain

Social Sciences, 2023, vol. 12, issue 11, 1-18

Abstract: In the intricate and multifaceted landscape of the European construction process, where the development and governance of the European Union take shape through a myriad of policies, institutions, and stakeholders, this study delves into the role of lobbies affiliated with the European Transparency Register. It focuses on the relationship between the utilization of social media platforms and the representation costs among interest groups. Analysis of data from 12,430 groups, encompassing website presence, social media engagement, and declared representation costs, reveals that 97.14% of groups maintain websites, while 67.52% actively use social media platforms. Among groups disclosing representation costs, the mean is EUR 181,333, with a median of EUR 74,999. Multiple linear regression analysis uncovers a positive association between Twitter and YouTube usage and representation costs, while Facebook usage demonstrates a negative correlation. However, no statistically significant relationships are observed for Instagram, TikTok, and LinkedIn. These findings offer insights into the potential impact of social media on representation costs for interest groups.

Keywords: social media; interest groups; communication strategy; lobbying; European Transparency Register (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2023
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