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Keep Them Engaged! Investigating the Effects of Self-centered Social Media Communication Style on User Engagement in 12 European Countries

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Keep Them Engaged! Investigating the Effects of Self-centered Social Media Communication Style on User Engagement in 12 European Countries

dc.contributor.author	Bene, Márton
dc.contributor.author	Ceron, Andrea
dc.contributor.author	Fenoll, Vicente
dc.contributor.author	Haßler, Jörg
dc.contributor.author	Kruschinski, Simon
dc.contributor.author	Larsson, Anders Olof
dc.contributor.author	Magin, Melanie
dc.contributor.author	Schlosser, Katharina
dc.contributor.author	Wurst, Anna-Katharina
dc.date.accessioned	2022-03-21T10:14:48Z
dc.date.available	2022-03-21T10:14:48Z
dc.date.issued	2022
dc.identifier.citation	Bene, Márton Ceron, Andrea Fenoll, Vicente Haßler, Jörg Kruschinski, Simon Larsson, Anders Olof Magin, Melanie Schlosser, Katharina Wurst, Anna-Katharina 2022 Keep Them Engaged! Investigating the Effects of Self-centered Social Media Communication Style on User Engagement in 12 European Countries Political Communication 1 25
dc.identifier.uri	https://hdl.handle.net/10550/81953
dc.description.abstract	On Facebook, patterns of user engagement largely shape what types of political contents citizens can see on the platform. Higher engagement leads to higher visibility. Therefore, one of the major goals of political actors' Facebook communication is to produce content with the potential to provoke user engagement, and thereby increase their own visibility. This study introduces the concept of self-centered social media communication style which focuses on 'salient' and 'owned' issues with populist and negative appeals and investigates how user engagement is related to its main elements. We also explore how users' receptivity to these content-related factors is shaped by country context. More specifically, we hypothesize that users are more likely to react, comment on and share posts focusing on salient topics or issues 'owned' by parties rather than more permanent policy issues, and posts including populist appeals and negativity. Further, we test how these effects are moderated by geographical regions and the level of party system polarization. We manually coded 9,703 Facebook posts of 68 parties from 12 European countries in the context of the 2019 European elections. Our findings show that users are more likely to engage with immigration-related, domestic, populist and negative posts, but react less to posts dealing with environmental or economic issues. While issue ownership does not play a significant role for user engagement, country context plays a minor role. However, some populist appeals are more effective in more polarized countries.
dc.language.iso	eng
dc.relation.ispartof	Political Communication, 2022, p. 1-25
dc.subject	Comunicació i tecnologia
dc.title	Keep Them Engaged! Investigating the Effects of Self-centered Social Media Communication Style on User Engagement in 12 European Countries
dc.type	journal article	es_ES
dc.date.updated	2022-03-21T10:14:48Z
dc.identifier.doi	10.1080/10584609.2022.2042435
dc.identifier.idgrec	150706
dc.rights.accessRights	open access	es_ES