RT Journal Article
T1 The impact of the social media on political campaigns: the 2023 general election in Spain
T2 El impacto de las redes sociales en la campaña política: elecciones generales 2023 en España
A1 Moreno-Cabanillas, Antonio
A1 Castillero-Ostio, Elizabet
A1 Serna-Ortega, Álvaro
K1 Comunicación en política
K1 Partidos políticos - Redes sociales
AB The  aim  of  this  article  is  to  examine  the  transformations  in  the  dynamics  of communication brought about by advances in digital technology, and the intersection between politics and technological development, especially in relation to social media. The study consisted of a content analysis of the use of Facebook, Twitter, Instagram, and  TikTok  by  political  party  leaders  Pedro  Sánchez  (PSOE),  Alberto  Núñez  (PP), Santiago  Abascal  (Vox),  and  Yolanda  Díaz  (Sumar).  The  results  showed  a  general increase in followers, with greater growth on newer platforms. Candidates adopted different strategies in terms of frequency and type of posts, depending on context of use,  but  maintained  a  strong  presence  on  all  platforms.  The  findings  highlight  the complexity of digital political communication and the consequente need for flexible adaptive strategies that take into account the characteristics of each medium, audience diversity, and the rapid evolution of online dynamics.
PB Universidade da Coruña
YR 2024
FD 2024-06-28
LK https://hdl.handle.net/10630/39503
UL https://hdl.handle.net/10630/39503
LA eng
NO Moreno-Cabanillas, A., Castillero-Ostio, E., & Serna-Ortega, Á. (2024). The impact of the social media on political campaigns: the 2023 general election in Spain. Redmarka. Revista de Marketing Aplicado, 28(1), 56–76. https://doi.org/10.17979/redma.2024.28.1.10114
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026