The winners take it all: A comparative study of Twitter campaigns under pressure
Keywords:social media, social capital, online campaigns, gender, bourdieu, power
This paper presents a comparative study on two Twitter campaigns that came under pressure when recipients started to engage in the campaigns in unexpected ways. Despite two organizations employing different engagement strategies with users, both campaigns played out in somewhat similar ways. Users with an abundance of retweets tend to be male, holding privileged positions in society, with large networks of followers.
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