Abstract:

The main objectives of this empirical, survey-based study into the 2020 presidential election in Poland during the COVID-19 pandemic were to determine how the respondents’ activity on social media affected their voting preference and to establish which activities undertaken by politicians on social media were considered most attractive by the respondents. The online survey involved a cohort of 510 social media users residing in Poland. The research hypothesis posed was that the pre-election promotional activities by presidential candidates on social media were an essential part of the campaign. The study primarily employed the following research methods: media content analysis, statistical analysis and comparative analysis.