2023
DOI: 10.3390/ijerph20032372
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Public Engagement with Romanian Government Social Media Accounts during the COVID-19 Pandemic

Abstract: Following international best practice examples, the Romanian government resorted to its social media accounts to disseminate information and unfold an awareness and persuasion campaign to fight the COVID-19 pandemic. The article focuses on the use of the government’s YouTube and Facebook accounts to persuade the population to get vaccinated in 2021 via video messages tailored for this purpose. The research quantified the volume of public engagement with the two waves of the persuasive campaign, finding that, w… Show more

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Cited by 4 publications
(4 citation statements)
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“…These figures are notably lower compared to the European Union/European Economic Area (EU/EEA) average, which stands at 73%. This underwhelming vaccination uptake is indicative of deeper societal issues, such as a widespread lack of trust in governmental institutions, the influence of misinformation campaigns, inadequate infrastructure in rural areas, and a deficiency in effective vaccine education and outreach efforts [ 20 , 21 , 22 ]. These factors have collectively played a role in shaping the country’s response to the pandemic and the virus’s circulation.…”
Section: Discussionmentioning
confidence: 99%
“…These figures are notably lower compared to the European Union/European Economic Area (EU/EEA) average, which stands at 73%. This underwhelming vaccination uptake is indicative of deeper societal issues, such as a widespread lack of trust in governmental institutions, the influence of misinformation campaigns, inadequate infrastructure in rural areas, and a deficiency in effective vaccine education and outreach efforts [ 20 , 21 , 22 ]. These factors have collectively played a role in shaping the country’s response to the pandemic and the virus’s circulation.…”
Section: Discussionmentioning
confidence: 99%
“…Firstly, while the research focused on Facebook, it is crucial to examine other social media platforms like Twitter, Instagram, and TikTok, considering their unique features. Secondly, engagement analysis may be oversimplified by relying solely on metrics such as reactions, comments, shares, and post reach, as noted by Gherheș et al (2023), neglecting emojis and linguistic texts that can modify meaning conveyed. Additionally, social media platform algorithms are undisclosed and may influence engagement and post reach.…”
Section: Limitations and Future Directionsmentioning
confidence: 99%
“…In 2020-2022 the pro-vaccination campaigns supported by ministries or other public administration institutions were more numerous, but the present analysis focuses only on the 15 videos extracted from the governmental YouTube and Facebook pages. By 2020 the Romanian government had already a good social media presence (Gherheș & Cismariu, 2017) and the pandemic enhanced the importance of digital communication for information and persuasion purposes.…”
Section: Figure 1 the Five Phases Of Qualitative Content Analysismentioning
confidence: 99%