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oai:uvadoc.uva.es:10324/404092021-06-23T11:13:25Zcom_10324_1164com_10324_931com_10324_894col_10324_1330

00925njm 22002777a 4500 dc Muñiz, Carlos author Campos Domínguez, Eva María author Saldierna Salas, Alma Rosa author Dader, José Luis author 2017 This study explores the use of Facebook by political actors in election campaigns, establishing the extent to which candidates, parties and citizens engaged in online participation through different online tools provided by this social networking site. A comparative content analysis of the Facebook pages of the main candidacies in the election campaigns in Spain (Castilla y León) and Mexico (Nuevo León) in 2015 was carried out. The results reveal a positive relationship between types of engagement, especially in the Mexican campaign, where politicians and users score systematically higher in all variables measuring engagement. However, results also indicate that the citizen engagement was of higher quality/ intensity in the Spanish campaign. Carlos Muñiz , Eva Campos-Domínguez , Alma Rosa Saldierna & José Luis Dader (2017): Engagement of politicians and citizens in the cyber campaign on Facebook: a comparative analysis between Mexico and Spain, Contemporary Social Science, DOI: 10.1080/21582041.2017.1367832 2158-2041 http://uvadoc.uva.es/handle/10324/40409 10.1080/21582041.2017.1367832 102 1 113 Contemporary Social Science 14 2158-205X Engagement of politicians and citizens in the cyber campaign on Facebook: a comparative analysis between Mexico and Spain