Digital political marketing: using social media and Big Data to manage political preferences

Цифровой политический маркетинг: использование социальных сетей и Big Data для управления политическими предпочтениями

Alexey V. Polyakov (Поляков А.В.) and Galina G. Uvarova (Уварова Г.Г.)
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Alexey V. Polyakov (Поляков А.В.): South-Russia Institute of Management – branch of Russian Presidential Academy of National Economy and Public Administration
Galina G. Uvarova (Уварова Г.Г.): South-Russia Institute of Management – branch of Russian Presidential Academy of National Economy and Public Administration

State and Municipal Management Scholar Notes, 2024, vol. 3, 177-183

Abstract: The article discusses the features of the use of digital political marketing as a special technology of political PR. The authors of the study note that digital political marketing has become a favorite method of promoting political products due to the wide opportunities provided by multimedia platforms for public and private communication on the Internet, as well as Big Data technologies, with which you can analyze an incredibly large amount of all kinds of data about users. Based on these data, the course of the political process is effectively adjusted and the political preferences and views of the online electorate are implicitly changed. The authors examine in detail the possibilities of social networks for promoting PR campaigns, analyze ways to collect data about users and note the risks posed by technological innovations of the digital age for political democracy. In conclusion, the authors conclude that in order to achieve effective interaction between political actors and citizens on the Web, it is necessary to maintain a balance between innovative methods of voter engagement and ensuring their rights to privacy and personal data protection in a risky digital era.

Keywords: digital political marketing; Internet; PR; social networks; political preferences; Big Data; electorate; public opinion; political process (search for similar items in EconPapers)
Date: 2024
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