2026-04-27T21:08:24Zhttps://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

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