Exploring the influence of demographics on social media engagement : a study of Maltese local councils

Abstract

This study explores the relationship between social media engagement and local governance among Maltese local councils. The research aims to understand how locality demographic factors such as population, age, literacy, and unemployment influence citizen participation on social media platforms, particularly Facebook, as a tool for fostering digital democracy and civic engagement at the local governance. The research adopts a quantitative approach, utilising data collected from 68 local council Facebook pages, covering the period from August 2023 to July 2024. Engagement metrics such as Reactions, comments, and shares are analysed to construct an engagement index, which measures popularity, commitment, and virality. Demographic data from the 2021 Maltese Census is integrated to assess its influence on social media activity. Statistical tools like SPSS and Excel were employed to explore the relationship between engagement levels and regional demographics. The results show that ‘Activity’ emerged as the most significant driver of engagement, whereas locality demographic variables such as population, unemployment, literacy, and age exhibited limited influence. This study contributes to the literature on digital democracy by focusing on the underexplored area of social media engagement within small-scale democracies like Malta. It demonstrates how local governments can leverage digital platforms to improve citizen involvement and address the digital divide in civic engagement. By examining specific demographic variables, this research offers practical insights for enhancing engagement strategies in local governance.