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The political communication of the electoral candidates in the social networks in an autonomous way or in coordination with the communication of the party, turns out to be more and more definite in the results of the electoral processes. This paper analyses the presence of the candidates for the Presidency of the Government of Spain on Twitter and Facebook during the electoral campaign prior to the last elections on 10 November 2019. It seeks to assess and understand how, in a political context of deadlock, it is necessary to study the importance of the candidate’s interactions; thus, this paper focuses on the analysis of the candidates’ profiles on these social networks. Using a quantitative methodology and using tools such as Fanpage Karma and Social Analytics, this study carries out a comparative case study of the candidates of the main parties in networks. The results allow us to know how Spanish political leaders use social networks, while at the same time showing and analyzing the relationship between candidate interaction and their election results.

revista obets/obets

Presencia e interacción de los candidatos a la presidencia del Gobierno de España en las principales redes sociales durante la campaña electoral de noviembre de 2019