Use este identificador para citar ou linkar para este item: https://repositorio.animaeducacao.com.br/handle/ANIMA/8769
Título: Political marketing during the 4th industrial revolution: the trump campaign as a case-study
Autor(es): Freitas, Bruna
Orientador: Guerra, José Baltazar Salgueirinho Osório de Andrade
Tipo de material: Artigo Científico
Data: 2019
Palavras-chave: Political marketing
Industry 4.0
Big data
2016 US presidential elections
Five-factor model
Tipo de acesso: Attribution 3.0 Brazil
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.
Aparece nas coleções:Especialização em Marketing Estratégico

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