Political campaigning is increasingly undertaken by means of social media such as Facebook. Indeed, having content spread on Facebook by means of users sharing the posts of political parties and politicians has been pointed to as highly important. Based on suggestions from previous research, we investigate the relationship between shares and other Facebook post engagement opportunities such as comments and reactions. Formulating a series of hypotheses and research questions, a longitudinal study of the Norwegian political context is presented. The main findings show that while the Angry and Sad reactions emerge as positively related to the number of shares, Love and Care variations do not exhibit such clear relationships. Reviewing the findings in the light of previous scholarship, the results are interpreted as significative of the importance of negative emotions for online success.
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Anders Olof Larsson (2024) studied this question.
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