As Legislativas 2019 e a eficácia das estratégias de comunicação no Instagram.

This article addresses the effectiveness of the political communication strategies used in the Instagram of national political parties in the 2019 Portuguese legislative campaign. To accomplish this goal, a content analysis of 164 Instagram posts of four political parties (PS, PSD, Iniciativa Liberal and Livre), published between 22 September and 4 October 2019, was carried out. The broadcasting, mobilization and personalization strategies, in which the engagement rate was measured, were assessed. The analysis showed that PS and PSD were less successful in broadcasting and personalisation. Only personalisation was the most effective, while in Iniciativa Liberal and Livre there was no greater effectiveness in mobilization, but in broadcasting. [ABSTRACT FROM AUTHOR]