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Drivers of professional and private personalization: investigating political actors, social media platforms, and their interplay
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DOI：10.1080/1369118X.2026.2669795.png)
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Abstract
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Personalization is an important communication strategy of political actors on social media as it can help to engage voters. Although previous studies have enhanced our understanding about political personalization, we lack research on how different political actors and social media platforms, and their interplay, affect personalization strategies. In this study, we investigate how posts from top candidate and political party accounts affect professional and private personalization as well as how these effects are moderated by Facebook and Instagram as platforms. To do so, we conducted a quantitative content analysis of N = 2,028 posts in the last four weeks of the 2024 Austrian National Council campaign. Using binary logistic regression with mixed effects, we find that posts from top candidate accounts are more likely than those from political party accounts to include private personalization, but do not differ in terms of professional personalization. These effects were not moderated by Facebook and Instagram as platforms. Our findings demonstrate that the actor type rather than the platform influences personalization strategies. The absence of platform-specific differences for both professional and private personalization points more toward platform convergence rather than divergence.
Keywords:
Personalization
candidates
political parties
Facebook
Instagram
quantitative content analysis
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