Analysis of the Catalan pro-independence political marketing campaigns on Twitter

Abstract

This research business project aims to stablish a strategic framework on which the political actors of the Catalan pro-independence movement rely to design political marketing campaigns on Twitter. It also aimed to stablish a correlation between these strategies and the degree of engagement by the Twitter audience. The analysis showed that the Twitter strategy of the political actors was overwhelmingly consistent with the strategical framework provided on the literature review. It showed that these politicians used the same strategies of legitimacy and mobilization by posting tweets that emphasized the sovereignty of people and attacked the elites through and emotive, negative and simplistic style. At the same time these tweets had a high user interaction and engagement, because the content with a personal approach from political influencers was very appealing to the audience; and because Twitter and identity politics foster the creation of virtual homophilic communities, which are more likely to engage