Political Brand Communities as Social Network Clusters: Winning and Trailing Candidates in the GOP 2016 Primary Elections
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DOI: 10.1080/15377857.2018.1478661
Abstract: This study integrates a brand community theoretical framework and a social networks approach to the study of political marketing on social media. It analyzes Twitter activity by and about all Republican candidates during the month… read more here.
Keywords: political brand; winning trailing; network clusters; brand communities ... See more keywords