A new article has been published in the Political Communication journal, entitled "Keep Them Engaged! Investigating the Effects of Self-centered Social Media Communication Style on User Engagement in 12 European Countries". It has been written by Márton Bene, Andrea Ceron, Vicente Fenoll, Jörg Haßler, Simon Kruschinski, Anders Olof Larsson, Melanie Magin, Katharina Schlosser and Anna-Katharina Wurst.
The article is centred around user engagement on Facebook. It introduces the concept of the self-centred social media communication style which focuses on "salient" and "owned" issues with populist and negative appeals, investigating how user engagement is related to its main elements. The analysis has been conducted in the context of the 2019 European elections, it relies on 9,703 manually coded Facebook posts of 68 parties from 12 European countries.
The article can be accessed here: https://doi.org/10.1080/10584609.2022.2042435