2026-05-31T00:50:31Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/68262022-09-02T00:05:24Zcom_10259_4596com_10259.4_2574com_10259.4_106com_10259_2604col_10259_4597

Calderón Monge, Esther 2022-09-01T11:33:13Z 2022-09-01T11:33:13Z 2017-03 1049-6491 http://hdl.handle.net/10259/6826 10.1080/10496491.2017.1294870 1540-7594 Emotions 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. application/pdf spa Routledge, Taylor & Francis Group Journal of Promotion Management. 2017, V. 23, n. 3, 359-371 https://doi.org/10.1080/10496491.2017.1294870 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Emotions Political parties Twitter Marketing Política Psicología Political science Psychology Twitter to Manage Emotions in Political Marketing info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Journal of Promotion Management 23 3 359 371