Маркетингови техники и послания за Ковид-19 пандемията във Фейсбук – съпоставка между България и Великобритания
Marketing techniques and messages for the Covid-19 pandemic on Facebook – a comparison between Bulgaria and the UK

Author(s): Elena K. Slavkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: health communication; Covid-19; social media strategies; content; Bulgaria;UK
Summary/Abstract: Despite global communication campaigns for vaccination, people are still hesitant about whether they should get vaccinated. Social media plays a key role in the dissemination of health information to a large number of users, thereby using different content and tactics to influence the target audience. The current article aims to analyze and compare the social media strategies of the health authorities in Bulgaria and the United Kingdom. Factors such as the type of post, length, source, language, and clarity were observed to get a detailed picture of the differences between the two countries. The results show that the way the health authorities present the information on Facebook reflects to a big extent the Covid-19 situation in each country, as well as how informed the society is about this global phenomenon.

• Details
• Contents