Correlations of social media performance and electoral results in Brazilian presidential elections

The use of social media (SM) in modern political activities has reshaped how politicians run electoral campaigns. This study aims to improve the understanding online campaigns and their correlation with results. We focus on 2018 Brazilian presidential campaign, which is well known for its strong presence, analyze candidates used SM profiles, as citizens interacted them. propose a new set metrics modeling performance identify statistical correlations between votes received. For this, we analyzed more than 40,000 posts made by 13 Brazil’s three major networks (Facebook, Twitter, Instagram) from January October 2018. Results indicate that heavily throughout year but focused engaging words avoided contentious topics. most voted-for candidate received half (55%) interactions all candidates. Posts’ were highest Instagram, where users increasing attention given content. Lastly, found proposed Thus, may support models predicting results using combined data many networks.