Serwisy społecznościowe w strategiach komunikacyjnych sztabów wyborczych. Kampanie prezydenckie w Polsce w latach 2010, 2015 i 2020

The publication examines the role of social networking services in the communication strategies of electoral teams during Polish presidential campaigns in 2010, 2015, and 2020. It explores the evolution of social media as a political communication tool, considering both quantitative and qualitative aspects of published content. The study analyzes 23,091 messages from candidates' official profiles on Facebook, Twitter, Instagram, and YouTube. Three key communication strategies were identified: voter information, decision influence, and electorate mobilization. The findings highlight the increasing role of social media in election campaigns and its impact on voter engagement.