Guerra, José Baltazar Salgueirinho Osório de AndradeFreitas, Bruna2019-04-022020-11-292019-04-022020-11-292019https://repositorio.animaeducacao.com.br/handle/ANIMA/8769This 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.15 f.en-USAttribution 3.0 BrazilPolitical marketingIndustry 4.0Big data2016 US presidential electionsFive-factor modelArtigo Científico