Polarization and acculturation in US Election 2016 outcomes – Can twitter analytics predict changes in voting preferences

Elections are among the most critical events in a national calendar. During elections, candidates increasingly use social media platforms to engage voters. Using the 2016 US presidential election as a case study, we looked at the use of Twitter by political campaigns and examined how the drivers of voter behaviour were reflected in Twitter. Social media analytics have been used to derive insights related to theoretical frameworks within...