Stakeholders and impact (engagement) in EU digital communication strategies during the COVID-19 vaccination campaign

Abstract

Abstract The European Union has navigated numerous complex and multifaceted crises in recent years, including Brexit, refugee challenges, and economic turmoil. The COVID-19 pandemic has added a global-scale event with significant implications, elevating public health protection as a central priority for the EU. This study aims to examine the personalization (stakeholders involved), impact, and digital engagement resulting from diverse communication strategies on Twitter during the COVID-19 vaccination campaign by key EU institutions. Employing a primarily quantitative approach, the research conducts a content analysis that categorizes both quantitative and qualitative elements to explore various variables and engagement indicators in the official accounts of the European Commission, European Parliament, and European Council. The findings suggest that, while the vaccination campaign saw a substantial volume of posts from these profiles, they fell short in engaging, mobilizing, and attracting audiences on Twitter, highlighting enduring challenges in EU message management and dissemination, as identified in previous studies.