2026-09-15T05:49:57Zhttps://gredos.usal.es/oai/requestoai:gredos.usal.es:10366/1502392025-06-05T12:36:20Zcom_10366_150203com_10366_127113com_10366_4666com_10366_3823col_10366_150204
Gestión del Repositorio Documental de la Universidad de Salamanca
author
Gamir-ríos, José
author
Cano-orón, Lorena
author
Baviera, Tomás
2022-07-07T09:47:59Z
2022-07-07T09:47:59Z
2022-06-01
Fonseca, Journal of Communication, (2022)
2172-9077
http://hdl.handle.net/10366/150239
The participation of politicians in social media is increasingly necessary in order to gain visibility. However, the logic of content dissemination is very different from conventional media. In social media, building a broad and varied base of followers facilitates a greater impact of the message. This article analyses the influence of various individual factors of the candidates on two aspects of the process: variation in the number of followers and multiplatform presence. Both issues are assessed on Facebook, Twitter, and Instagram in the context of three general elections held in Spain during the 2010s. The results show that the age and gender of the candidates, their frequency of publication and the position of power of their parties had little impact. On the other hand, the political trajectory of the candidates and the population size of their constituencies played a significant role, although this influence varies depending on the campaign and the social platform. The perspective of this study confirms those influencing factors that have stabilized over time and could predict future social media use more consistently.
spa
info:eu-repo/semantics/openAccess
social media
electoral campaign
Facebook
Twitter
Instagram
redes sociales
campaña electoral
Facebook
Twitter
Instagram
Análisis del aumento de seguidores y de la presencia multiplataforma de la clase política en Facebook, Twitter e Instagram en campañas electorales (2011-2019)
info:eu-repo/semantics/article
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
URL
https://gredos.usal.es/bitstream/10366/150239/1/Analisis_del_aumento_de_seguidores_y_de_.pdf
File
MD5
fc85e7bc15d25e012ec94de96d08c1ad
261834
application/pdf
Analisis_del_aumento_de_seguidores_y_de_.pdf
URL
https://gredos.usal.es/bitstream/10366/150239/5/Analisis_del_aumento_de_seguidores_y_de_.pdf.txt
File
MD5
c79a6c99eeee4f23c0014ce70fd86518
76706
text/plain
Analisis_del_aumento_de_seguidores_y_de_.pdf.txt