SOCIAL MEDIA IN THE PRESIDENTIAL ELECTION CAMPAIGN: SLOVAKIA 2019

Maria MURRAY Svidronova (), Alena Kascakova () and Gabriela Bambusekova ()
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Maria MURRAY Svidronova: Matej BelUniversity; Banska Bystrica; Slovakia
Alena Kascakova: Matej BelUniversity; Banska Bystrica; Slovakia
Gabriela Bambusekova: Matej BelUniversity; Banska Bystrica; Slovakia

REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC, 2019, vol. 2019, issue 33, 181-194

Abstract: Since its origin, social media have been perceived as a place of selfexpression and freedom of opinion. Social media, especially Facebook, are considered a powerful tool for various public administration activities that do not relate only to informing citizens, but also having them participate in decision-making and municipality governance. Nowadays, social media are also used in the marketing of a person or political party. This paper deals with the position and tasks of social media in the 2019 presidential election campaign in Slovakia. The article is based on an analysis of the Facebook pages and profiles of all 15 candidates for the post of President of the Slovak Republic. The research was carried out in the months of September 2018 – March 2019 using a special tool for analyzing Facebook pages called Facepager. We analysed number and type of posts and interactions (i.e. number of likes and shares) for the candidates by calculating so called interaction rate. Using basic statistical methods, we have confirmed the relevance and importance of using social media in the presidential election campaign. The paper also suggests some steps for better election campaigns – municipal, regional, national or even European Union election campaigns, showing the big potential of social media in political marketing.

Keywords: social networks; social media; presidential election campaign; Slovakia. (search for similar items in EconPapers)
JEL-codes: D72 H19 M39 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:rom:rampas:v:2019:y:2019:i:33:p:181-194

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