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A pesquisa apresentada neste artigo analisa as estratégias dos anúncios políticos publicados no Twitter pelos candidatos para o segundo turno da eleição presidencial da Colômbia, em 2018. Foram identificados o propósito e o enfoque da mensagem de 425 posts e foi aplicado um modelo de regressão binomial negativo, para estabelecer os efeitos desses elementos na participação dos usuários no Twitter, medidos por número de curtidas, comentários e retweets. Houve duas descobertas relevantes: a) a publicidade política agressiva – quando os candidatos atacam ou se defendem contra um adversário – aumenta a participação do usuário no Twitter; b) as mensagens com questões pessoais do candidato têm maior apoio social do que publicações que abordam propostas políticas.
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