Characteristics of Communication through Online Social Networks in Central Public Institutions in Romania

Christian-Gabriel Strempel – Transilvania University of Brasov, Faculty of Economic Science and Business Administration, Department of Finance, Accounting and Economic Theory, Colina Universității Street, no. 1, Building A, 3rd floor, 500068, Brasov, Romania

Victor-Alexandru Briciu – Transilvania University of Brasov, Faculty of Sociology and Communication, Department of Social Sciences and Communication, Eroilor Blvd., no. 25, 500030, Brasov, Romania

Abstract: This paper examines how central public institutions in Roma­nia use social media to communicate with citizens. The study investigates how these institutions use Facebook to engage with their target audienc­es and what factors influence the number of followers they have. The re­search methodology involves examining the activity of the Facebook pag­es of these institutions. The findings reveal significant differences in fan en­gagement across different pages. Moreover, post types and frequency do not have a high impact on page growth compared to the number of shares. The results highlight that although there is a communication plan in place by the central public administration in Romania, there is no uniform com­munication across the ministries.

8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times, Rome, Italy, March 21, 2024, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-83-7, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.2024

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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