La campaña electoral en Internetplanificación, repercusión y viralización en Twitter durante las elecciones españolas de 2015

  1. Eva Campos Domínguez
  2. Dafne Calvo
Journal:
Comunicación y sociedad

ISSN: 0188-252X,  2448-9042

Year of publication: 2017

Issue: 29

Pages: 93-116

Type: Article

DOI: 10.32870/CYS.V0I29.6423 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Comunicación y sociedad

Abstract

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

Data source: Dialnet