Abstract

In light of the literature on the extended role of social campaigns in the context of regional elections in Italy, and based on an analysis of social network data related to the 2024 regional electoral campaigns in Sardinia and Abruzzo, this paper aims to analyze the impact of microtargeting strategies. Particular attention is given in the analysis to the role of social media in building a credible political leadership and consolidating electoral consensus. The empirical dimension of the research conducted on the two regional electoral campaigns on social networks is based on the analysis of social Kpi (Key performance indicators) of the candidates for the position of Regional President, focusing on engagement, post interactions, and follower growth on the main social network platforms. The case study of Alessandra Todde in Sardinia highlights how the use of emotional and personal content in reel format has significantly improved her ability to engage the electorate, positively influencing electoral outcomes. Similarly, the analysis of the elections in Abruzzo revealed an interesting dynamic in which Todde’s success initially had a positive impact on the campaign of the center-left candidate, Luciano D’Amico, through an “agenda effect,µ but ultimately strengthened the position of the incumbent president, Marco Marsilio. The exploratory research conducted in the two regional electoral campaigns in light of social networks allows to understand the growing importance of integrating digital strategies in political campaigns and shows how the use of social platforms can be crucial in predicting citizens’ electoral decisions even in the regional context.