Political marketing during the 4th industrial revolution: the trump campaign as a case-study
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Data
2019
Tipo de documento
Artigo Científico
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Freitas, Bruna
Orientador
Guerra, José Baltazar Salgueirinho Osório de Andrade
Coorientador
Resumo
This 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.
Palavras-chave
Political marketing, Industry 4.0, Big data, 2016 US presidential elections, Five-factor model