Social media serves as a vital marketing avenue for political parties, enabling them to establish connections with their constituents and effectively convey their messages and core values. In this research, we examine the online presence of the two largest political parties in the United Kingdom, Canada, and the United States within the Twitter platform. To gather data, we utilized web scraping techniques through the freely available Twitter API, enabling the analysis of more than 3,000 tweets for each political party. The results of the sentiment analysis that was conducted with VADER and Python show a correlation between the sentiments of parties currently in power as well as between tweets that mention the opposing party. However, it is noteworthy that no significant correlation was detected between sentiment and a party's political orientation or ideology.

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Tweeting for Votes: Leveraging Twitter as a Tool for Political Marketing

  • Richard Novák,
  • Antonín Pavlíček,
  • Jiří Korčák,
  • Tomáš Sigmund

摘要

Social media serves as a vital marketing avenue for political parties, enabling them to establish connections with their constituents and effectively convey their messages and core values. In this research, we examine the online presence of the two largest political parties in the United Kingdom, Canada, and the United States within the Twitter platform. To gather data, we utilized web scraping techniques through the freely available Twitter API, enabling the analysis of more than 3,000 tweets for each political party. The results of the sentiment analysis that was conducted with VADER and Python show a correlation between the sentiments of parties currently in power as well as between tweets that mention the opposing party. However, it is noteworthy that no significant correlation was detected between sentiment and a party's political orientation or ideology.