The relationship between race competitiveness, standing in the polls, and social media communication strategies during the 2014 U.S. gubernatorial campaigns

  title={The relationship between race competitiveness, standing in the polls, and social media communication strategies during the 2014 U.S. gubernatorial campaigns},
  author={Patr{\'i}cia G. C. Rossini and Jennifer Stromer-Galley and Kate Kenski and Jeff J. Hemsley and Feifei Zhang and Brian Dobreski},
  journal={Journal of Information Technology \& Politics},
  pages={245 - 261}
ABSTRACT Political campaigns have been systematically using social media for strategic advantage. However, little is known about how competitiveness affects the ways candidates communicate online. Our study analyzes how race competitiveness as measured by polling performance influences candidates’ strategies on Twitter and Facebook. We analyze all social media messages of Republican and Democratic candidates in states that held gubernatorial elections in 2014 using supervised automated content… 

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