The influence of political campaign in social media for electoral behaviour of Polish youth

Anita Ceglińska, Katarzyna Kopeć-Ziemczyk

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The aim of this paper is to analyze the impact of communication practices in social media, carried by political parties during election campaigns on motivations and attitudes of the generation Y. It is based on “The election from the youth perspective study” conducted during the campaign forerunning the parliament election in October 2015, by Odyseja PR in collaboration with Mobile Institute and Brand24. The research was conducted though CAPI method on data gathering on the sample of 1341 Polish web users (above 15 years old).

KEYWORDS

electoral campaign, political communication, social media, millienials, generation Y, parliamentary elections