Marketing Político e o Avanço do uso Das Mídias Digitais: Uma Revisão Sistemática da Literatura / Political Marketing and the Advancement of the use of Digital Media: A Systematic Literature Review
Abstract
As mudanças paradigmáticas e evolutivas no cenário político contemporâneo têm gerado um impacto profundo no modo como as campanhas eleitorais são concebidas e conduzidas, o que motiva a análise das particularidades do marketing digital político e de suas evoluções teóricas ao longo do tempo. A presente pesquisa objetivou examinar a literatura existente sobre marketing político e explorar uma agenda de pesquisa para o futuro, considerando as transformações tecnológicas, sociais e éticas que moldam esse campo. Para essa investigação, recorreu-se à metodologia da bibliometria e às ferramentas de análise, como o RStudio/Bibliometrix. Os resultados evidenciam uma crescente integração entre estratégias ambientais e socioeconômicas, possibilitando uma compreensão mais abrangente das relações no âmbito da gestão territorial, à medida que os atores políticos buscam maximizar o alcance e o impacto de suas mensagens. Nesse contexto, destacam-se publicações que abordam planejamento estratégico, gestão de campanha, organização de dados e controle de informações, pois desempenham papel central ao fornecer bases teóricas sólidas para as práticas do marketing digital político. Ademais, no campo do território político, emergem elementos teóricos que subsidiam diretamente as estratégias de comunicação e mobilização eleitoral, revelando que a compreensão das dinâmicas territoriais constitui fator crucial para o desenvolvimento de campanhas políticas eficazes.
Palavras-Chave: Engajamento. Fake News. Marketing Eleitoral. Mídias Sociais. Política.
ABSTRACT
Paradigmatic and evolutionary changes in the contemporary political landscape have profoundly impacted the way electoral campaigns are conceived and conducted, which motivates the analysis of the particularities of political digital marketing and its theoretical developments over time. This study aimed to examine the existing literature on political marketing and to explore a future research agenda, taking into account the technological, social, and ethical transformations that shape this field. For this investigation, bibliometric methodology and analytical tools such as RStudio/Bibliometrix were employed. The findings highlight a growing integration between environmental and socioeconomic strategies, enabling a broader understanding of relationships within territorial management as political actors seek to maximize the reach and impact of their messages. In this context, publications addressing strategic planning, campaign management, data organization, and information control stand out, as they play a central role in providing solid theoretical foundations for political digital marketing practices. Furthermore, within the political territory, theoretical elements emerge that directly support communication and electoral mobilization strategies, revealing that the understanding of territorial dynamics constitutes a crucial factor for the development of effective political campaigns.
Keywords: Engagement. Fake News. Electoral Marketing. Social Media. Politics.
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DOI: http://dx.doi.org/10.12819/2025.22.11.2
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