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Drivers of Social Media Adoption in Swiss Municipalities: The Impact of Structural Factors and Council Members’ Engagement Cover

Drivers of Social Media Adoption in Swiss Municipalities: The Impact of Structural Factors and Council Members’ Engagement

Open Access
|Dec 2025

Figures & Tables

Table 1

Descriptive analysis of the examined variables.

VARIABLESNMIN.MAX.MEANSD
Communications on social media414010.350.48
Social-media-use municipal council members379152.301.088
Population size4141094231937326.7823468.17
Proportion of foreign population414.9255.3719.7110.39
Age group % 65 + years4149.8839.3020.134.31
Net debt per capita414–68759.5918054.89–847.286209.096
Table 2

Results of binary logistic regression.

VARIABLESBSEWALDpODDS RATIO95% CI FOR ODDS RATIO
LOWER BOUNDUPPER BOUND
Social-media-use municipal council members0.4360.12212.730<.0011.5461.2171.965
Net debt per capita (in 1000)–0.0330.0202.6620.1030.9670.9301.007
Population size (in 1000)0.1030.02417.946<.0011.1081.0571.162
Proportion of foreign population0.0240.0142.7940.0951.0240.9961.052
Age group % 65 + years–0.0380.0311.4600.2270.9630.9061.024

[i] Note: Nagelkerke R2 = .306; Hosmer-Lemeshow Test: p = .300; Overall accuracy = 75.7%. Degrees of freedom were 1 for all Wald statistics. All VIF < 2 indicating no multicollinearity.

Significance: ***p < .001, **p < .01, *p < .05.

DOI: https://doi.org/10.5334/ssas.229 | Journal eISSN: 2632-9255
Language: English
Submitted on: Aug 7, 2025
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Accepted on: Dec 18, 2025
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Published on: Dec 30, 2025
Published by: Ubiquity Press
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year

© 2025 Dario Wellinger, Ursin Fetz, Jean-Patrick Villeneuve, published by Ubiquity Press
This work is licensed under the Creative Commons Attribution 4.0 License.