- User Experience Design, User interfaces, Web Design, Graphic Design, Video Storytelling, Digital Media, and 13 moreUsability and user experience, Heuristic Methods, Social Media, Consumer Behavior, User Experience (UX), Interaction Design, User Centred Design, Experience Design, Usability, Human Computer Interaction, HCI, User Interface, and User eXperienceedit
- Stavros Kaperonis is an Assistant Professor at the Department of Media, Communication and Culture at Panteion Univers... moreStavros Kaperonis is an Assistant Professor at the Department of Media, Communication and Culture at Panteion University of Social and Political Sciences, Athens, Greece. He holds a BSc (Hons) from the School of Science and Technology, department of Natural Sciences, an MSc in Services Management from the Department of Business Administration at Athens University of Economics and Business and a PhD in Design (web aesthetics) and web usability from the Department of Public Administration at the Panteion University of Athens-Greece. Dr. Kaperonis has participated in many research projects and has been teach at undergraduate and postgraduate programs of Media, Communication and Design in Greece, since 2015. He has been invited to give guests lectures in Italy and China. Main research interests of Dr. Kaperonis include web design, UX, aesthetics, Atmospherics, Communication management, Social media, new media tools in journalism, strategic information systems planning, services customization, business process modeling and management. His research work has been published in Conferences and chapter of edited book.edit
In this part of the book, the authors are diving into how artificial intelligence (AI) is completely changing the game in digital marketing, especially when it comes to the user experience. You see, AI gives companies these super cool... more
In this part of the book, the authors are diving into how artificial intelligence (AI) is completely changing the game in digital marketing, especially when it comes to the user experience. You see, AI gives companies these super cool abilities to deliver personalized content, analyze data like a pro, and create marketing strategies that really focus on the customer. Plus, AI has given birth to chatbots that have seriously shaken up customer service, making it way more personal and immediate. But, as cool as all this AI stuff is, it's not all smooth sailing. This chapter tackles things like data privacy, security, and making sure there are people who know how to handle it all. What really shows off the power of AI is how companies like Amazon and Spotify are using it to make the customer experience better. The more AI becomes a part of digital marketing, the more necessary it is to understand the good, the bad, and the sometimes ugly, to make sure AI is being used in the best and most ethical way possible.
The proliferation of the Internet of Things will open up new opportunities for implementing the digital transformation of businesses. Available data is expected to rise in unprecedented levels of quantity with the IoT playing an important... more
The proliferation of the Internet of Things will open up new opportunities for implementing the digital transformation of businesses. Available data is expected to rise in unprecedented levels of quantity with the IoT playing an important role towards that end. Data analytics techniques will provide businesses with refined pieces of information in almost all aspects in both B2C and B2B context, thus refining Services design and customization with more flexibility and options that focus right at the heart of consumers' needs. Digital marketing depends on these developments. This chapter aims at proposing a framework for analysing the implications of data analytics and IoT on digital marketing.
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This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY
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While most published research on COVID-19 focused on a few countries and especially on the second wave of the pandemic and the vaccination period, we turn to the first wave (March-May 2020) to examine the sentiments and emotions expressed... more
While most published research on COVID-19 focused on a few countries and especially on the second wave of the pandemic and the vaccination period, we turn to the first wave (March-May 2020) to examine the sentiments and emotions expressed by Twitter users in Greece. Using deep-learning techniques, the analysis reveals a complex interplay of surprise, anger, fear, and sadness. Initially, surprise was dominant, reflecting the shock and uncertainty accompanying the sudden onset of the pandemic. Anger replaced surprise as individuals struggled with isolation and social distancing. Despite these challenges, positive sentiments of hope, resilience and solidarity were also expressed. The COVID-19 pandemic had a strong imprint upon the emotional landscape worldwide and in Greece. This calls for appealing to emotions as well as to reason when crafting effective public health strategies.
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In this part of the book, the authors are diving into how artificial intelligence (AI) is completely changing the game in digital marketing, especially when it comes to the user experience. You see, AI gives companies these super cool... more
In this part of the book, the authors are diving into how artificial intelligence (AI) is completely changing the game in digital marketing, especially when it comes to the user experience. You see, AI gives companies these super cool abilities to deliver personalized content, analyze data like a pro, and create marketing strategies that really focus on the customer. Plus, AI has given birth to chatbots that have seriously shaken up customer service, making it way more personal and immediate. But, as cool as all this AI stuff is, it's not all smooth sailing. This chapter tackles things like data privacy, security, and making sure there are people who know how to handle it all. What really shows off the power of AI is how companies like Amazon and Spotify are using it to make the customer experience better. The more AI becomes a part of digital marketing, the more necessary it is to understand the good, the bad, and the sometimes ugly, to make sure AI is being used in the best an...
a series of events related to data analytics, special mechanisms and features of applying principles of data analytics, application oriented analytics, and target-area analytics. Processing of terabytes to petabytes of data, or... more
a series of events related to data analytics, special mechanisms and features of applying principles of data analytics, application oriented analytics, and target-area analytics. Processing of terabytes to petabytes of data, or incorporating non-structural data and multi-structured data sources and types require advanced analytics and data science mechanisms for both raw and partially-processed information. Despite considerable advancements on high performance, large storage, and high computation power, there are challenges in identifying, clustering, classifying, and interpreting of a large spectrum of information. The event was very competitive in its selection process and very well perceived by the international scientific and industrial communities. As such, it has attracted excellent contributions and active participation from all over the world. We were very pleased to receive a large amount of top quality contributions. The conference had the following tracks: Fundamentals ...
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Instagram has become the bridge between consumers who share moments from their lives and companies that share their products and services with the users. Instagram stands out from the other social media networks thanks to user-friendly... more
Instagram has become the bridge between consumers who share moments from their lives and companies that share their products and services with the users. Instagram stands out from the other social media networks thanks to user-friendly toolkit that provides photo editing, video sharing and Instagram stories. This conceptual model research investigates the impact of Instagram on user's attitude. Data were collected from young Instagram users in order to measure if there is a relationship between specific factors of Instagram and user attitude through Structural Equation Modeling (SEM). In this research, will be analyzed the consumer behavior in social media and particularly on Instagram. As a first stage of our research we are going to develop the theoretical study for Instagram users (n=200) at the age of 18-34, investigating the behavior of use Instagram which is determined by social presence. This study presents a theoretical conceptual model based on the theory of social pre...
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This article describes an experimental academic e-course during the Covid-19 pandemic, in which 178 undergraduate students were asked to become video creators and narrators through a specific methodology in order to become digitally... more
This article describes an experimental academic e-course during the Covid-19 pandemic, in which 178 undergraduate students were asked to become video creators and narrators through a specific methodology in order to become digitally literate and produce original content.This practical e-workshop took place in the context of the “Video, Image and Audio Editing” course of the Department of Communication, Media and Culture at Panteion University and was adapted to the needs of a distance learning course. Its main aim was the students’ familiarization with literacy in digital tools and techniques that until now was only achieved in an actual laboratory setting. The research is divided into two phases. The first phase concerns this article and analyzes the methodology of video production as well as the students’ acquisition of digital tools. In the second phase, specific factors will be studied, from the videos produced, through qualitative research so as to determine the audience’s inte...
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This article describes an experimental academic e-course during the Covid-19 pandemic, in which 178 undergraduate students were asked to become video creators and narrators through a specific methodology in order to become digitally... more
This article describes an experimental academic e-course during the Covid-19 pandemic, in which 178 undergraduate students were asked to become video creators and narrators through a specific methodology in order to become digitally literate and produce original content.This practical e-workshop took place in the context of the “Video, Image and Audio Editing” course of the Department of Communication, Media and Culture at Panteion University and was adapted to the needs of a distance learning course. Its main aim was the students’ familiarization with literacy in digital tools and techniques that until now was only achieved in an actual laboratory setting. The research is divided into two phases. The first phase concerns this article and analyzes the methodology of video production as well as the students’ acquisition of digital tools. In the second phase, specific factors will be studied, from the videos produced, through qualitative research so as to determine the audience’s inte...
Research Interests:
The proliferation of the internet of things will open up new opportunities for implementing the digital transformation of businesses. Available data is expected to rise in unprecedented levels of quantity with the IoT playing an important... more
The proliferation of the internet of things will open up new opportunities for implementing the digital transformation of businesses. Available data is expected to rise in unprecedented levels of quantity with the IoT playing an important role towards that end. Data analytics techniques will provide businesses with refined pieces of information in almost all aspects in both B2C and B2B context, thus refining services design and customization with more flexibility and options that focus right at the heart of consumers' needs. Digital marketing depends on these developments. This chapter aims at proposing a framework for analyzing the implications of data analytics and IoT on digital marketing.
Research Interests:
Modelling and understanding user interests are particularly important tasks for designing services and building systems for customized solutions in web personalization and recommender systems. User generated content (UGC) constitutes a... more
Modelling and understanding user interests are particularly important tasks for designing services and building systems for customized solutions in web personalization and recommender systems. User generated content (UGC) constitutes a significant source of information for capturing user interests. This paper, suggests an approach to user profiling that analyses the Term Frequency (TF) and the Inverse Document Frequency (IDF) of selected tourism services by utilising the Fuzzy set Qualitative Comparative Analysis (FsQCA). It analyses a sample of customer reviews that are collected from tourism web sites. This paper considers the amount of money that customers spent during their hotel stay, as the outcome set in the FsQCA analysis. The results produce causal combinations of services that are necessary and sufficient for building customer interests models that best lead to the outcome and argue for the applicability of the FsQCA in modelling user interests.
Today users enjoy consuming video content on mobile devices and computers more than ever. This research keen to examine the factors that affect user's experience, engagement and enjoyment during video consumption. Our research will be... more
Today users enjoy consuming video content on mobile devices and computers more than ever. This research keen to examine the factors that affect user's experience, engagement and enjoyment during video consumption. Our research will be carried out with two different approaches. The first part will include the data analysis of a e-survey with Structural Equation Modeling (SEM) and at the second part will take place an experiment with volunteers. E-survey will be sent to at least 300 people, while the experimental part will be conducted with 20 volunteers who will be invited to watch videos. Both methods will be evaluated and compared to confirm our model and highlight those factors that shape a different user experience. Introduction Today the technologies of media communication, information, entertainment, and participation in the public sphere, in addition to innovative applications and solutions, and democratization of participation in creation, disinformation, falsified or misleading information in the digital environment, electronic media, social media, mobile devices and entertainment applications using artificial intelligence and big data technologies is intensified. This research comes to cover combined topics such as, User experience (video, photo and text content storytelling, infographics, e-aesthetics/e-atmospherics), User Interface (UI), customer experience (CX), services management (virtual & non virtual) organizations, digital media and tools, Social media and management, marketing and management in new media. In the constantly changing digital environment and in the effort of all communication organizations to attract more and more users they are trying need to develop skills and deepen knowledge on subjects like personalized information.
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User reviews provide a rich source of information regarding user interests. Many Web platforms allow or even encourage their visitors to leave their feedback regarding the products and services they have consumed. The Term Frequency (TF)... more
User reviews provide a rich source of information regarding user interests. Many Web platforms allow or even encourage their visitors to leave their feedback regarding the products and services they have consumed. The Term Frequency (TF) and the Inverse Document Frequency (IDF) are two factors that have been used extensively in capturing users’ preferences. This paper collects users’ reviews from etourism Web platforms, calculates the TF and the IDF for each user and adopts a multi-criteria approach in order to quantify users’ preferences and dynamically adapt the websites design accordingly. It utilizes the Analytic Hierarchy Process (AHP) and similarity methods in order to determine the relative importance of terms and Web pages and then rearranges them in a new website structure. Keywords-Web Adaptation; TF-IDF; AHP; Multi-Criteria Analysis.
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This article describes an experimental academic e-course during the Covid-19 pandemic, in which 178 undergraduate students were asked to become video creators and narrators through a specific methodology in order to become digitally... more
This article describes an experimental academic e-course during the Covid-19 pandemic, in which 178 undergraduate students were asked to become video creators and narrators through a specific methodology in order to become digitally literate and produce original content. This practical e-workshop took place in the context of the "Video, Image and Audio Editing" course of the Department of Communication, Media and Culture at Panteion University and was adapted to the needs of a distance learning course. Its main aim was the students' familiarization with literacy in digital tools and techniques that until now was only achieved in an actual laboratory setting. The research is divided into two phases. The first phase concerns this article and analyzes the methodology of video production as well as the students' acquisition of digital tools. In the second phase, specific factors will be studied, from the videos produced, through qualitative research so as to determine the audience's interaction with the narrative content, as well as with the factors that students believe contributed to the interaction of that content. Students gained knowledge of digital video tools which was upgraded to the capabilities and needs of each student. The final product from each group of students included two videos the first with a specific theme and the second with a theme of student's choice. Students increased their literacy skills in both digital media and video projection on social media and gained knowledge concerning the interaction that was encouraged through these mediums. In this laboratory course, a specific methodology was used that included pre-production, production and post-production. The results of the experiment showed a very positive response of students to distance learning and production of video content, with the results of the final videos showing that the journey to their literacy through a specific methodology and repeated practice in video production techniques and theories, could help them develop skills that previously didn't had.
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This research aims to investigate the impact of specific factors on user's travel purchase intention and attitude in Social Media. Data collected from Social Media users to measure the relationship between the above factors of Social... more
This research aims to investigate the impact of specific factors on user's travel purchase intention and attitude in Social Media. Data collected from Social Media users to measure the relationship between the above factors of Social Media and user attitude on travel purchase intention with the Structural Equation Model. The primary purpose of the research is to explore whether the following Social Media factors are positively related to user attitude and travel purchase intention. The factors are source credibility, information reliability, user pleasure, and perceived value in travel services information. The findings of the research showed that there is a positive relationship between pleasure, attitude, and travel purchase intention, a positive relationship between reliability and customer attitude, and a positive relationship between perceived value and travel purchase intention. We also found that there is no relationship among credibility, user attitude, and travel purchase intention and an additional factor concerning atmospherics, positively affecting the perceived value and user pleasure. Finally, we found that customer attitude plays a vital role in mediating the relationship between credibility, pleasure, reliability, value, and travelers' purchase intention.
Research Interests:
Instagram has become the bridge between consumers who share moments from their lives and companies that share their products and services with the users. Instagram stands out from the other social media networks thanks to user-friendly... more
Instagram has become the bridge between consumers who share moments from their lives and companies that share their products and services with the users. Instagram stands out from the other social media networks thanks to user-friendly toolkit that provides photo editing, video sharing and Instagram stories. At the same time, there are several "celebrities" who share their personal and professional life with the "ordinary" users. This conceptual model research investigates the impact of Instagram on user's attitude. Data were collected from young Instagram users in order to measure if there is a relationship between specific factors of Instagram and user attitude through Structural Equation Modeling (SEM). The main purpose of the research is to find out if there is a positive relationship among the following Instagram factors and user attitude. In this research, will be analyzed the consumer behavior in social media and particularly on Instagram. As a first stage of our research we are going to develop the theoretical study for Instagram users (n=188) at the age of 18-34, investigating the behavior of use Instagram which is determined by social presence. This study presents a theoretical conceptual model based on the theory of social presence, perceived pleasure, perceived usefulness and perceived value on Instagram and the potential connection of those factors to the user attitude.
Research Interests:
Social media has an influence on tourism industry. This conceptual model research wants to investigate the impact of Social Media (SM) on user's travel purchase intention and attitude. Data will be gathered from Social Media users to be... more
Social media has an influence on tourism industry. This conceptual model research wants to investigate the impact of Social Media (SM) on user's travel purchase intention and attitude. Data will be gathered from Social Media users to be gauge the relationships between the factors of SM and the user attitude in travel purchase intention through structural equation modeling (SEM). Main purpose of the research is to be found if there is a positive relationship among the following factors: source credibility in SM and user attitude in travel purchase intention, information reliability in SM and user attitude in travel purchase intention, user enjoyment while searching for travel information, perceived value in travel services information from SM and user attitude in travel purchase intention. This study presents a theoretical conceptual model based on the theory of credibility, information, enjoyment, and perceived value in SM and the potential relations of those factors with the customer attitude and purchase intention in travel services.
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"Beauty that is an open path-the only one perhaps-towards that unknown part of ourselves, towards that which surpasses us", Odysseus Elytis. This study was conducted to control the effect of aesthetics as an element of the e-shop... more
"Beauty that is an open path-the only one perhaps-towards that unknown part of ourselves, towards that which surpasses us", Odysseus Elytis. This study was conducted to control the effect of aesthetics as an element of the e-shop atmosphere to the prospective customer or surfer. The research focuses on two research cases. The first hypothesis investigates the effect of e-aesthetics in the purchasing process and the second hypothesis, investigates users' perceptions on e-aesthetics and how they are affected by the factors, usability, pleasure-satisfaction, content and security of the web environment. In this paper we are going to present only the results of the 1 st hypothesis. Based on the Stimulus-Organism-Response (SOR) theory, the current article explores the mechanism through the e-aesthetic design factors (Lavie & Tractinsky, 2004), that affect users' satisfaction. This study focuses on the impact of web aesthetics factors on the users' during their web tour and how the elements of a website (atmospherics) affect the user to stay longer and obtain more information. The research findings can give us an insight about users' perceptions of aesthetics in relation to their online shopping or surfing.
Research Interests:
The results of the research below, are part of my PhD thesis. The website design, has become a key factor that influences users' first impression and behaviour. From "brick-and-mortar" to "click-and-portal" environments, along with the... more
The results of the research below, are part of my PhD thesis. The website design, has become a key factor that influences users' first impression and behaviour. From "brick-and-mortar" to "click-and-portal" environments, along with the emergence of online experiences as the next step in the progression of user value. The present research attempts to employ a web environmental approach measuring the effects of perceived web aesthetic design on user behaviour, through the S‐O‐R paradigm perspective. Based on the Stimulus-Organism-Response (S-O-R) theory, the current article explores the mechanism through the aesthetic design factors, (classical-expressive), Lavie & Tractinsky (2004) , of a website that affect users' satisfaction. The research questions are answered by creating a new model with the statistical method of multiple regression, which is based on the model "Stimulus - Organism - Response" of Mehrabian & Russell (1974) . Was analysed the impact of aesthetic design on user's perception, to make them feel pleasantly, stay longer and discover other platforms in order to crosscheck their opinion. This study focuses on the impact of web aesthetics factors (classic - expressive) on the users' during their web tour and how the elements of a website (atmospherics) affect the user to stay longer and obtain more information. Web atmospherics (Lohse & Spiller, 1999) and usability (Bartel, 2004) used to describe the users' internal evaluation of the homepage. Results confirm and extend available knowledge regarding web atmospherics on user responses. The results showed that web usability does not interact with aesthetic design (classic - expressive) in contrast to the results of Lavie and Tractinsky (2004) and in agreement with those of Hassenzahl (2004) . Also, pleasure and quality of service of a website interact with aesthetic design by influencing the user's attitude towards the provided services. Additionally, the study confirms the role of atmospheric responsiveness on user attitude which is interpreted as a re-search.
The aim of this study was to create a simple and practical model recommendation pattern of webpage aesthetics that influences users' satisfaction to search for more public e-services.
The aim of this study was to create a simple and practical model recommendation pattern of webpage aesthetics that influences users' satisfaction to search for more public e-services.
Research Interests: Aesthetics, Usability, Satisfaction, Pleasure, HCI, and 5 morePublic Services, Web-design, Atmospherics, E-Gov, and SOR theory
User reviews provide a rich source of information regarding user interests. Many web platforms allow or even encourage their visitors to leave their feedback regarding the products and services they have consumed. The Term Frequency (TF)... more
User reviews provide a rich source of information regarding user interests. Many web platforms allow or even encourage their visitors to leave their feedback regarding the products and services they have consumed. The Term Frequency (TF) and the Inverse Document Frequency (IDF) are two factors that have been used extensively in capturing users' preferences. This paper collects users' reviews from e-tourism web platforms, calculates the TF and the IDF for each user and adopts a multi-criteria approach in order to quantify users' preferences and dynamically adapt the websites design accordingly. It utilizes AHP and similarities methods in order to determine the relative importance of terms and web pages and then rearrange them in a new web site structure.
Research Interests:
Web analytics tools provide a wide range of information regarding the performance of a company. This information is valuable for assessing the strategic performance of a company. However, Web analytics tools at their current state of... more
Web analytics tools provide a wide range of information regarding the performance of a company. This information is valuable for assessing the strategic performance of a company. However, Web analytics tools at their current state of development fall short in providing all the necessary information and data analysis functionality that is required to assess the strategic performance and the digital marketing priorities of businesses. This paper utilizes DEMATEL (i.e. Decision Making Trial and Evaluation Laboratory) method in order to investigate how the Balanced Scorecard Model can be associated with data collected from the Google analytics. The data in this study are collected from the management and the Website of a company that provides tourism services in Greece. This research also examines the potential of using Web analytics in strategic decision analysis.
Research Interests:
Modelling and understanding user interests are particularly important tasks for designing services and building systems for customized solutions in web personalization and recommender systems. User generated content (UGC) constitutes a... more
Modelling and understanding user interests are particularly important tasks for designing services and building systems for customized solutions in web personalization and recommender systems. User generated content (UGC) constitutes a significant source of information for capturing user interests. This paper, suggests an approach to user profiling that analyses the TF and IDF factors of selected tourism services by utilising the Fuzzy set Qualitative Comparative Analysis (FsQCA). It analyses a sample of customer reviews that are collected from tourism web sites. This paper considers the amount of money that customers spent during their hotel stay, as the outcome set in the FsQCA analysis. The results produce causal combinations of services that are necessary and sufficient for building customer interests models that best lead to the outcome and argue for the applicability of the FsQCA in modelling user interests.
Mobile interfaces have become a ubiquitous part of everyday life, and designing effective interfaces that provide users with an engaging and intuitive experience is critical to the success of mobile applications. Semiotics, the study of... more
Mobile interfaces have become a ubiquitous part of everyday life, and designing effective interfaces that provide users with an engaging and intuitive experience is critical to the success of mobile applications. Semiotics, the study of signs and their meanings, can provide valuable insights into designing effective mobile interfaces. Arguing that an understanding of semiotic principles is essential for creating interfaces that are both usable and aesthetically pleasing, this paper explores the role of semiotics in mobile interface design. Using examples from existing mobile applications, we analyse how different signs and symbols are used within mobile interfaces, and how these can be arranged and combined to create a more coherent and effective user experience. We propose a framework for creating interfaces that are intuitive, engaging, and effective in achieving their intended goals by applying a semiotic approach to mobile interface design. Ultimately, we argue that a semiotic perspective can help designers to create mobile interfaces that not only meet functional requirements, but also provide users with an experience that is aesthetically pleasing and enjoyable.
In recent years, social media have revolutionized the way people communicate and interact with each other. This development has transformed the Internet into a more personal and participatory medium, where social networking is the top... more
In recent years, social media have revolutionized the way people communicate and interact with each other. This development has transformed the Internet into a more personal and participatory medium, where social networking is the top online activity. The massive amount of data, that is accumulated as a result of these online interactions, discussions, social signals, and other engagements, forms a valuable source of information. In our current work, we focus on the application and leveraging of this information for a particular sector: the horticulture industry.
The horticulture industry is a traditional sector in which growers are focused on production, and in which many traders use their own transactions as the main source of information. Growers and traders, therefore, lack data about consumer trends and how the products are used and appreciated. This results in reactive management with very little anticipation to events in the future. Social media can provide the opportunities to enhance the market orientation of the horticulture industry. For example, tracking how and when the products of the industry are mentioned in a social media feed is an important addition to current techniques used in the horticulture industry to actively listen to customers. The feedback that is thus collected, can be used to understand, react, and provide value to customers.
The horticulture industry is a traditional sector in which growers are focused on production, and in which many traders use their own transactions as the main source of information. Growers and traders, therefore, lack data about consumer trends and how the products are used and appreciated. This results in reactive management with very little anticipation to events in the future. Social media can provide the opportunities to enhance the market orientation of the horticulture industry. For example, tracking how and when the products of the industry are mentioned in a social media feed is an important addition to current techniques used in the horticulture industry to actively listen to customers. The feedback that is thus collected, can be used to understand, react, and provide value to customers.
Research Interests:
Social Media have been extensively used for commercial and politi-cal communication, besides their initial scope of providing an easy-to-use outlet to produce and consume user-generated content. Besides being a popular medi-um, Social... more
Social Media have been extensively used for commercial and politi-cal communication, besides their initial scope of providing an easy-to-use outlet to produce and consume user-generated content. Besides being a popular medi-um, Social Media have definitely changed the way we express ourselves or where we look for emerging news and commentary, especially during troubled times. In this paper, we examine a corpus assembled from the Twitter accounts of politicians in the United States and annotated with respect to their audience and the sentiment they convey with each post. Our purpose is to examine whether there are stylistic differences among representatives of different politi-cal ideologies, directed to different audiences or with dissimilar agendas. Our findings verify existing knowledge from conventional written communication and can be used to evaluate the quality and depth of political expression and di-alogue, especially during the period leading to an election.