The use of social media in creating the image of political parties during the 2023 parliamentary campaign in Poland

The aim of the article is to show the potential and analyse the use of social media as an influential tool for creating image strategy of political parties. The analysis covers the period of the election campaign before the 2023 parliamentary elections in Poland. Answers were sought to the following research questions: 1) whether and which social media were perceived by political parties as an important element of the election campaign in Poland in 2023? 2) what characterized the content of messages published via social media by election committees of political formations in Poland in 2023? 3) to what extent were social media used as potential communication channels by political formations in the 2023 parliamentary campaign in Poland? After the research, it was found that social media had a significant impact on the image creation of politicians and political parties. Social media was perceived as an important and effective communication channel.