DC FieldValueLanguage
dc.contributor.authorYannas, Prodromos-
dc.contributor.authorLappas, Georgios-
dc.contributor.authorTriantafillidou, Amalia-
dc.contributor.authorKleftodimos, Alexandros-
dc.date.accessioned2024-06-13T06:28:21Z-
dc.date.available2024-06-13T06:28:21Z-
dc.date.issued2018-01-01-
dc.identifierscopus-85059769333-
dc.identifier.isbn978-3-319-73386-9-
dc.identifier.issn25121839-
dc.identifier.issn25121812-
dc.identifier.other85059769333-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2537-
dc.description.abstractThe aim of the present study is to examine the communication strategies used by Greek mayors in Twitter across different periods of an electoral cycle (pre-campaign, campaign, and post-campaign). Moreover, this study tries to delineate the effects of Twitter strategies on users’ engagement and identify the most effective ones. To that end, a content analysis is performed on 32,810 tweets of Greek mayors for a six-year period. Moreover, quantitative metrics such as the number of favorites and retweets are also obtained for each tweet. Results suggest that Greek mayors mainly use Twitter as a press release bulletin board for dissemination of information about the main events taking place in municipality. Moreover, they also use impression management strategies to promote a distinct personal, political and professional image. Results also show that during different periods of an electoral cycle mayors utilize a different mix of Twitter strategies. Furthermore, aggressive (attacking opponents), interactive (direct communication), and mobilization (requesting feedback) strategies are found to be the most effective in enhancing followers’ attitude expression (favorites) and advocacy behavior (retweets). The present study provides valuable practical implications for social media political marketers as well as politicians.en_US
dc.language.isoenen_US
dc.relation.ispartofSub-National Democracy and Politics Through Social Mediaen_US
dc.relation.ispartofseriesPublic Administration and Information Technologyen_US
dc.titleAttack, interact, and mobilize: Twitter communication strategies of greek mayors and their effects on users’ engagementen_US
dc.typeBook Chapteren_US
dc.identifier.doi10.1007/978-3-319-73386-9_4en_US
dc.identifier.scopus2-s2.0-85059769333-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume29en_US
dc.identifier.spage65en_US
dc.identifier.epage89en_US
dc.linkhttps://www.scopus.com/record/display.uri?eid=2-s2.0-85059769333&origin=inward&txGid=65184e5dfadbcbcf650882b3b4069c26en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeBook Chapter-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0001-9286-7135-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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