Tweeting for peace: an analysis of twitter use in Colombia's peace process

Abstract Political communication on social media is increasingly prevalent; however, the factors influencing message content and profile characteristics that contribute to its reach remain underexplored. This study analyzes these factors through a case study of a significant global political event: the Colombian peace process. We monitored the Twitter activity of 27 key accounts, comprising politicians, public figures, and organizations actively engaged in the peace process. Employing a mixed-methods research approach, we combined qualitative thematic and content analysis of the tweets with quantitative analyses to identify predictors of reach. The findings indicate that negative emotion, controversial topics related to the peace process, and opposition stance are strong predictors of retweet behavior. Additionally, user profile characteristics—such as a higher follower count and clear opposition or support stance on the peace process—also influence retweet diffusion. This study aims to elucidate the behavior associated with tweets by public figures, considering both message content and profile attributes. Understanding retweet behavior is essential, as it sheds light on the processes and variables involved in the dissemination of opinions and ideas, particularly within the fields of political marketing and communication. The originality of this article lies in its holistic approach, which integrates emotional and topical dimensions alongside profile characteristics within the context of a political event in a developing country. This research addresses a gap in the existing literature by providing comprehensive insights into the impact of social media on political communication.