#12266. Celebrities, Advertising Endorsement, and Political Marketing in Spain: The Popular Party’s April 20XX Election Campaign

July 2026publication date
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Journal’s subject area:
Sociology and Political Science;
Marketing;
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Abstract:
One of political marketing’s theoretical tenets is the translation of commercial advertising techniques to politics. This paper focuses on celebrity endorsement as a commercial technique which is translated into political campaigning. Celebrity endorsement relates directly to celebrity politics, that is, the result of celebrity culture getting in touch with politics, as a way of revitalizing the offering of parties and candidates. In order to shed light on the way celebrities are used in the PP’s social media campaign, we content-analyze Twitter messages taken from the party’s profile, as well as the presidential candidate’s profile. Analytical variables include frequency of mentions, the strategic axis (rational/emotional) with which celebrities were depicted, the features which were highlighted, and the type of endorsement performed by the celebrities. Message topics and functions were also added to the analysis. Results indicate a weak and flawed strategic use of celebrities, who were scarcely mentioned, and depicted in a non-innovative, traditional fashion.
Keywords:
Advertising; celebrity endorsement; celebrity politics; political marketing; social media and politics

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