Tweets, Retweets, and Brand Positioning of the 2016 U.S. Presidential Candidates

摘要

This paper explores two central research questions regarding a political candidate's social media presence and their "brand" through an analysis of their Twitter content. First, what are the differences in tweet sentiment and word choice between insurgent and establishment U.S. Presidential candidates on Twitter? Second, does tweet sentiment and word choice affect the virality of presidential candidates' tweets?