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The Influence of TikTok on Political Campaigns in Mexico's State Capitals: Strategies, Interactions and Sentiment Analysis

Author

Listed:
  • Fernanda Sobrino

    (School of Government and Public Transformation, Tecnológico de Monterrey)

  • Alejandro Díaz Domínguez

    (School of Government and Public Transformation, Tecnológico de Monterrey)

Abstract

This study analyzes TikTok's influence on political campaigns across Mexico's state capitals during the 2024 municipal elections (and Mexico City's state-level race). Using the full video histories and campaign-period posts for candidates with TikTok accounts, we compile engagement metrics (likes, shares, comments, saves, plays), hashtag strategies, and user features. Sentiment on 1.8M+ comments is classified with a Spanish RoBERTa-based model (RoBERTuito). Results show strong heterogeneity: candidates with preexisting influencer profiles concentrate engagement; parties with robust digital operations post more and attract more interactions; and hashtag use ranges from personal branding to partisan or opponent-referencing strategies. During official campaigns, comments per video often rise in low-engagement states while falling for influencer-driven races; neutral sentiment tends to increase over time, with negative exceeding positive in most cases. We discuss implications for digital campaign strategy and youth engagement in Mexico.

Suggested Citation

  • Fernanda Sobrino & Alejandro Díaz Domínguez, 2025. "The Influence of TikTok on Political Campaigns in Mexico's State Capitals: Strategies, Interactions and Sentiment Analysis," Working Paper Series of the School of Government and Public Transformation 9, School of Government and Public Transformation, Tecnológico de Monterrey.
    • Handle: RePEc:gnt:wpaper:9
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    File URL: https://egobiernoytp.tec.mx/sites/default/files/2025-08/wp9_tiktok_elecciones.pdf
    File Function: First version, 2025
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    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • O54 - Economic Development, Innovation, Technological Change, and Growth - - Economywide Country Studies - - - Latin America; Caribbean

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