THE USE OF FACEBOOK IN ROMANIAN PUBLIC ADMINISTRATION, FACTORS THAT INFLUENCE ENGAGEMENT
THE USE OF FACEBOOK IN ROMANIAN PUBLIC ADMINISTRATION, FACTORS THAT INFLUENCE ENGAGEMENT

Summary/Abstract: The development of digital technologies brings changes in government communication, in the sense that relations between authorities and citizens are evolving. Thus, citizens have the opportunity to become active partners for institutions in the communication process and even get involved in the decision-making and governance processes. Increasing the quality of democracy is one of the main advantages identified in literature. This technologizing process also included the Romanian space, where public institutions were forced to adopt the technologies offered by social networks. However, there are differences in the way these networks are used in public communication worldwide. For example, several states understand the importance of these social networks for public communication and use them appropriately, while other states only use them to transmit information and promote their image, which leads to lower levels of engagement between authorities and citizens. In the present research, we aim to identify the main factors that influence the engagement between authorities and citizens. For this purpose, posts published by seven public institutions in Romania between November 4, 2019 - February 5, 2020 on Facebook network were analyzed. Pursuant to the analysis, we identified that the political factor and the storytelling factor significantly influence the interaction between authorities and citizens.

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