RT journal article
T1 Influencers, personal branding and political ideology on Twitter
T2 Influencers, marca personal e ideología política en Twitter
A1 Fernández Gómez, Jorge David
A1 Hernández-Santaolalla, Víctor
A1 Sanz Marcos, Paloma
A2 Marketing y Comunicación
K1 opinion leader
K1 social media
K1 ideologeme
K1 political communication
K1 personal branding
AB Social media has been a participant of the growth of the role of the influencer as a new model of opinion leader who combines personal branding with a prescriber role, including messages with political content. In this context, this research has applied a content analysis to 790 messages from ten Spanish influencers with a high impact on Twitter. We analyzed in particular the pursued objectives, the topics discussed and the ideological content of the tweets. In this regard, although these messages reflected an ideological political objective, the discourse is quite moderate, if not de-ideologized.
PB Pontificia Universidad Católica de Chile
SN 0719-3661
YR 2018
FD 2018
LK http://hdl.handle.net/10498/30089
UL http://hdl.handle.net/10498/30089
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026