Amalia Triantafillidou
ABSTRACT
The present study investigates Facebook campaigns of candidates running for the 2019 general elections in Greece. Moreover, it sheds light on the impact of content, post and candidate related variables on engagement measures by taking into consideration the valence of voters' engagement. Towards this end the content posted on the Facebook pages of all candidates running in the nine largest districts was collected and analyzed through quantitative content analysis. Based on the findings, candidates place emphasis on promoting their campaigns as well as their personal image. Dialogic and personalized posts were the most effective types of posts in terms of engagement. Moreover, posts with text, hashtags and emoticons can enhance several aspects of users' engagement. The size of district, the number of votes received, candidate's Facebook page popularity, age, gender, incumbency status and party affiliation were found to be important predictors of users' engagement.
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Index Terms
- Facebook Campaigns During the 2019 Greek General Elections
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