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Political marketing during the 4th industrial revolution: the trump campaign as a case-study

Editorial: Repositório Universitário da Ânima
 Licencia: Creative Commons (by)
 Autor(es): Freitas, Bruna

This 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.

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