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dc.contributor.authorCalderón Monge, Esther 
dc.date.accessioned2022-09-01T11:33:13Z
dc.date.available2022-09-01T11:33:13Z
dc.date.issued2017-03
dc.identifier.issn1049-6491
dc.identifier.urihttp://hdl.handle.net/10259/6826
dc.description.abstractEmotions have a social component that can be defined in terms of the experience of participation. This paper examines how Spanish citizens use Twitter to express their emotions by tweeting their opinions regarding pertinent political decisions. Content analysis was applied to the Twitter accounts of four political parties representing the Spanish electorate. Results show that when Spanish citizens tweeted their opinions about established Spanish political parties, negative emotions (indignation and shame) were more prevalent than positive emotions (hope, joy, and excitement). Furthermore, newer, less experienced political parties managed emotions more effectively than the established political parties did.en
dc.format.mimetypeapplication/pdf
dc.language.isospaes
dc.publisherRoutledge, Taylor & Francis Groupen
dc.relation.ispartofJournal of Promotion Management. 2017, V. 23, n. 3, 359-371en
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectEmotionsen
dc.subjectPolitical partiesen
dc.subjectTwitteren
dc.subject.otherMarketinges
dc.subject.otherPolíticaes
dc.subject.otherPolitical scienceen
dc.subject.otherPsicologíaes
dc.subject.otherPsychologyen
dc.titleTwitter to Manage Emotions in Political Marketingen
dc.typeinfo:eu-repo/semantics/articlees
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses
dc.relation.publisherversionhttps://doi.org/10.1080/10496491.2017.1294870es
dc.identifier.doi10.1080/10496491.2017.1294870
dc.identifier.essn1540-7594
dc.journal.titleJournal of Promotion Managementes
dc.volume.number23es
dc.issue.number3es
dc.page.initial359es
dc.page.final371es
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersiones


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