Local land taxes and social media adoption in local governments: evidence from the German state of Hesse

We link the literature on social media adoption among local governments to the literature on local public finance. We argue that the demand for social media adoption is higher the more citizens knowingly contribute to the local budget through local salient taxes. We test this hypothesis using panel data on municipalities in the German state of Hesse and their adoption of Facebook between 2009 and 2019. We show that social media adoption among local governments in Germany is driven by citizens’ demand for transparency, accountability and political participation. This demand increases the more citizens knowingly contribute to the local budget through salient local taxes. This article shows that exploring the link between issues of local public finance and political communication via social media can deepen our understanding of local public affairs.