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Social Media In The Presidential Election Campaign: Slovakia 2019

Author

Listed:
  • Maria MURRAY SVIDRONOVA

    (Matej BelUniversity; Banska Bystrica; Slovakia)

  • Alena KASCAKOVA

    (Matej BelUniversity; Banska Bystrica; Slovakia)

  • Gabriela BAMBUSEKOVA

    (Matej BelUniversity; Banska Bystrica; Slovakia)

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.

Suggested Citation

  • Maria MURRAY SVIDRONOVA & Alena KASCAKOVA & Gabriela BAMBUSEKOVA, 2019. "Social Media In The Presidential Election Campaign: Slovakia 2019," REVISTA ADMINISTRATIE SI MANAGEMENT PUBLIC, Faculty of Administration and Public Management, Academy of Economic Studies, Bucharest, Romania, vol. 2019(33), pages 181-194, December.
    • Handle: RePEc:rom:rampas:v:2019:y:2019:i:33:p:181-194
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    References listed on IDEAS

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    1. Jie Zhang & Terry Daugherty, 2009. "Third-Person Effect and Social Networking: Implications for Online Marketing and Word-of-Mouth Communication," American Journal of Business, Emerald Group Publishing, vol. 24(2), pages 53-63.
    2. Arthur Mickoleit, 2014. "Social Media Use by Governments: A Policy Primer to Discuss Trends, Identify Policy Opportunities and Guide Decision Makers," OECD Working Papers on Public Governance 26, OECD Publishing.
    3. Jie Zhang & Terry Daugherty, 2009. "Third‐Person Effect and Social Networking: Implications for Online Marketing and Word‐of‐Mouth Communication," American Journal of Business, Emerald Group Publishing Limited, vol. 24(2), pages 53-64, October.
    4. Margaret Scammell, 1999. "Political Marketing: Lessons for Political Science," Political Studies, Political Studies Association, vol. 47(4), pages 718-739, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social networks; social media; presidential election campaign; Slovakia.;
    All these keywords.

    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • H19 - Public Economics - - Structure and Scope of Government - - - Other
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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