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dc.contributor.advisorGuerra, José Baltazar Salgueirinho Osório de Andrade
dc.contributor.authorFreitas, Bruna
dc.coverage.spatialFlorianópolispt_BR
dc.date.accessioned2019-04-02T22:11:44Z
dc.date.available2019-04-02T22:11:44Z
dc.date.issued2019pt_BR
dc.identifier.urihttp://www.riuni.unisul.br/handle/12345/6975
dc.description.abstractThis 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.pt_BR
dc.format.extent15 f.pt_BR
dc.language.isoen_USpt_BR
dc.relation.ispartofMarketing Estratégico - Florianópolispt_BR
dc.rightsAttribution 3.0 Brazil*
dc.rights.urihttp://creativecommons.org/licenses/by/3.0/br/*
dc.subjectPolitical marketingpt_BR
dc.subjectIndustry 4.0pt_BR
dc.subjectBig Datapt_BR
dc.subject2016 US presidential electionspt_BR
dc.subjectFive-factor modelpt_BR
dc.titlePolitical marketing during the 4th industrial revolution: the trump campaign as a case-studypt_BR
dc.typeArtigo Científicopt_BR
dc.subject.areaCiências Sociais Aplicadaspt_BR


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