A influência do marketing digital no processo eleitoral: uma revisão sistemática da literatura brasileira

Abstract

This study aims to investigate how digital marketing influences the electoral process through studies found in Brazilian literature. The methodology used to conduct the research is a systematic review of scientific materials collected from Google Scholar, Capes (Portal de Periódicos da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior) and Scielo (Scientific Electronic Library Online) searching for publications made between 2022 and 2024. Through the analysis, it was possible to perceive that the impact that digital marketing can have on voter behavior is remarkable. Through the media and social networks, digital marketing enters people's daily lives and through this veiled interaction, digital marketing can design changes in people's perception with algorithms that strategically segment the public. Given the findings collected in Brazilian literature, it can be concluded that digital marketing associated with electoral marketing is a powerful tool that profoundly influences voter behavior and the outcome of elections. Although it offers opportunities for more effective and inclusive communication, it also presents ethical and social challenges, such as fake news against political opponents.