Calls to action and voter engagement on Facebook: a comparative study of eight European election campaigns

This study examines the use of Facebook by political actors across eight European countries – Czech Republic, Germany, Hungary, Kosovo, Norway, Portugal, Spain, United Kingdom – as they attempt to engage voters through calls to action. By analysing what is often referred to as the supply and demand of political communication, the paper conceptualizes three primary types of calls to action: informing, mobilizing, and interacting. Our findings reveal that mobilizing calls are the most prevalent, reflecting the central mission of election campaigns to secure voter turnout. However, such calls do not necessarily result in higher user engagement compared to informative content. Despite the potential for interactive features to enhance dialogic communication, they remain underutilized, with political actors apparently favouring controlled interactivity to maintain message control. The study highlights significant cross-country differences, with variations in the degree of engagement reached by different calls to action as influenced by national political contexts and campaign cultures. The research underscores the importance of considering both the strategic priorities of political actors and the cultural and institutional factors that shape voter engagement on social media.