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00925njm 22002777a 4500 dc Pérez Castaños, Sergio author García Hípola, Giselle author Mora-Rodríguez, Alberto author Trujillo Cerezo, José Manuel author 2022 This chapter analyses how online political parties campaigned. These parties, who rely on digital activity, tend to show less interest in traditional channels like posters and press ads, while displaying more negativity, satire and emotionality in their content. However, as regards another phenomenon recorded elsewhere, there was no sign of a more pronounced personalization. 978-3-030-98993-4 978-3-030-98992-7 978-3-030-98995-8 https://hdl.handle.net/10259/11508 10.1007/978-3-030-98993-4_13 Online Parties and Digital Campaigns