Social Networks: The impact of political marketing on voter opinion formation

Abstract

This study aims to understand the impact of digital marketing on the Portuguese political scene, as well as understanding the influence of social networks on the voter opinion formation process. The main objectives of this research are to collect current information on the use of digital marketing as a communication tool by political parties and their candidates and also to assess the influence of social networks in terms of society's political preferences, focusing on voters Portuguese. A literature review was carried out based on articles from specialized journals, academic works, news, reports and books in the area. Then, to support the theoretical framework, quantitative research was carried out using an online questionnaire, followed by the analysis and interpretation of the data obtained. The results indicate that Portuguese voters consider social networks essential for accessing political information, for following electoral campaigns and for clarifying and forming opinions.