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The article explores the relationship between the incentives of parties to campaign on valence issues and the ideological proximity between one party and its competitors. Building from the existing literature, we provide a novel theoretical model that investigates this relationship in a two-dimensional multiparty system. Our theoretical argument is then tested focusing on the 2014 European electoral campaign in the five largest European countries, through an analysis of the messages posted by parties in their official Twitter accounts. Our results highlight an inverse relationship between a party’s distance from its neighbors and its likelihood to emphasize valence issues. However, as suggested in our theoretical framework, this effect is statistically significant only with respect to valence positive campaigning. Our findings have implications for the literature on valence competition, electoral campaigns, and social media. [ABSTRACT FROM AUTHOR]