Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10259/6826
Título
Twitter to Manage Emotions in Political Marketing
Autor
Publicado en
Journal of Promotion Management. 2017, V. 23, n. 3, 359-371
Editorial
Routledge, Taylor & Francis Group
Fecha de publicación
2017-03
ISSN
1049-6491
DOI
10.1080/10496491.2017.1294870
Abstract
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.
Palabras clave
Emotions
Political parties
Twitter
Materia
Marketing
Política
Political science
Psicología
Psychology
Versión del editor
Aparece en las colecciones
Documento(s) sujeto(s) a una licencia Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 Internacional