ARTICLES

Unretweeted Love? #KeluargaMalaysia Overtures Fall Flat

Amirul Adli Rosli

Driving a successful hashtag campaign is more complicated than blitzing social media. An analysis of tweets appending #KeluargaMalaysia suggests that such attempts have backfired because the hashtag has been appropriated by Twitter netizens to express their discontent with the government.