RT info:eu-repo/semantics/article
T1 Twitter to Manage Emotions in Political Marketing
A1 Calderón Monge, Esther
K1 Emotions
K1 Political parties
K1 Twitter
K1 Marketing
K1 Política
K1 Political science
K1 Psicología
K1 Psychology
AB 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.
PB Routledge, Taylor & Francis Group
SN 1049-6491
YR 2017
FD 2017-03
LK http://hdl.handle.net/10259/6826
UL http://hdl.handle.net/10259/6826
LA spa
DS Repositorio Institucional de la Universidad de Burgos
RD 03-may-2024