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dc.contributor.advisorConnolly, John
dc.contributor.authorCasajuana Santos, Valentín
dc.contributor.otherUniversidad Pontificia Comillas, Facultad de Empresariales (ICADE)es_ES
dc.date.accessioned2021-03-08T11:20:20Z
dc.date.available2021-03-08T11:20:20Z
dc.date.issued2020
dc.identifier.urihttp://hdl.handle.net/11531/54793
dc.descriptionGrado en Administración y Dirección de Empresas Mención Internacional (E-4)es_ES
dc.description.abstractThis 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 engagees_ES
dc.format.mimetypeapplication/pdfes_ES
dc.language.isoenes_ES
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subject53 Ciencias económicases_ES
dc.subject5311 Organización y dirección de empresases_ES
dc.subject531105 Marketinges_ES
dc.titleAnalysis of the Catalan pro-independence political marketing campaigns on Twitteres_ES
dc.typeinfo:eu-repo/semantics/bachelorThesises_ES
dc.rights.accessRightsinfo:eu-repo/semantics/closedAccesses_ES


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