Motivations for participating in 'viral politics': A qualitative case study of Twitter users and the 2012 US presidential election

Social Sciences

• presidential election 73%
• twitter 72%
• politics 40%
• marketing 39%
• persuasion 25%
• political participation 24%
• public opinion 21%
• social media 19%
• citizenship 18%
• video 18%
• campaign 18%
• dialogue 17%
• citizen 14%
• interview 10%

Arts & Humanities

• Presidential Elections 100%
• Peers 42%
• YouTube 31%
• Political Participation 30%
• Public Opinion 29%
• Social Media 27%
• Marketing 27%
• Persuasion 26%
• Informing 26%
• Conceptual Framework 24%
• Citizenship 21%
• In-depth Interviews 21%

Engineering & Materials Science

• Marketing 70%
• Electric sparks 36%