Abstract

CAMPOS-DOMINGUEZ, Eva  and  CALVO, Dafne. Electoral campaign on the Internet: Planning, impact and viralization on Twitter during the Spanish general election, 2015. Comun. soc [online]. 2017, n.29, pp.93-116. ISSN 0188-252X.

This study focuses on the partisan use of Twitter in the Spanish general election, 2015. The aim is to assess whether the strategy designed by the parties is equivalent to the result in terms of viralization. Methods used to study this social media were interviews to campaign managers and content analysis of messages published on the Net. The results show that electronic strategy on Twitter is not successful when traditional media impact is not considered.

Keywords : Political communication; election campaign; Internet; Twitter; Spain.

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