Communication Management in Social Networks during Election Campaigns in Bulgaria

Zdravka Andonova

Sofia University “St. Kliment Ohridski”


Abstract: The study identifies the factors that guarantee good management and lead to the effectiveness of a candidate’s election campaign on social networks such as Facebook, which also includes reporting on direct communication events. These factors are indicators in a research model of a leader’s/candidate’s election campaign which is based on previous research and interviews with experts. The functionality of the model is verified by a study of the campaigns of the two major opponents for mayor of Sofia Yordanka Fandakova and Maya Manolova in the elections of autumn 2019. As a result, practices of effective election campaign management are also highlighted. The thesis is that positive and moderate campaigns are more effective. Keywords: election communication management, effective candidate’s election campaign, factors for successful campaign.

Read the Original in Bulgarian