| Summary: | In this paper, we aim at gaining insight into the Romanian president’s online campaign during the 2014 elections. Although there is a growing body of literature on online political campaigns in Western democracies, little research exists on using Social Media in an emergent economy like Romania. In order to take a closer look at the president’s online communication strategy, we conducted a content analysis on the posts published on the president’s official Facebook page over the two weeks leading up to Election Day. This study is the first of this kind and it indicates that president Iohannis used close-ended messages to control the speech, while reaching out to emotion to gain users’ support.
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