Political marketing during the 4th industrial revolution: the trump campaign as a case-study

dc.contributorGuerra, José Baltazar Salgueirinho Osório de Andrade
dc.creatorFreitas, Bruna
dc.date2019-04-02T22:11:44Z
dc.date2020-11-29T00:59:11Z
dc.date2019-04-02T22:11:44Z
dc.date2020-11-29T00:59:11Z
dc.date2019
dc.date.accessioned2023-09-29T20:11:32Z
dc.date.available2023-09-29T20:11:32Z
dc.identifierhttps://repositorio.animaeducacao.com.br/handle/ANIMA/8769
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/9163396
dc.descriptionThis paper takes the 2016 presidential campaign ran by Donald Trump as a case- study to highlight the changes in political marketing brought about by the technologies of the 4 th industrial revolution. We show how Cambridge Analytica, the company who advised Trump’s marketing team, used data from Facebook usage combined with the five-factor model of personality psychology to create effective micro-targeting strategies, that reached voters in an individual basis with powerful results.
dc.format15 f.
dc.formatapplication/pdf
dc.languageen_US
dc.relationMarketing Estratégico - Florianópolis
dc.rightsAttribution 3.0 Brazil
dc.rightshttp://creativecommons.org/licenses/by/3.0/br/
dc.subjectPolitical marketing
dc.subjectIndustry 4.0
dc.subjectBig data
dc.subject2016 US presidential elections
dc.subjectFive-factor model
dc.titlePolitical marketing during the 4th industrial revolution: the trump campaign as a case-study
dc.typeArtigo Científico
dc.coverageFlorianópolis


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