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The role of digital marketing in political campaigns

Author

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  • Chester, Jeff
  • Montgomery, Kathryn C.

Abstract

Computational politics—the application of digital targeted-marketing technologies to election campaigns in the US and elsewhere—are now raising the same concerns for democratic discourse and governance that they have long raised for consumer privacy and welfare in the commercial marketplace. This paper examines the digital strategies and technologies of today's political operations, explaining how they were employed during the most recent US election cycle, and exploring the implications of their continued use in the civic context. The paper concludes with a discussion of recent policy proposals designed to increase transparency and accountability in digital politics.

Suggested Citation

  • Chester, Jeff & Montgomery, Kathryn C., 2017. "The role of digital marketing in political campaigns," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 6(4), pages 1-20.
    • Handle: RePEc:zbw:iprjir:214047
    DOI: 10.14763/2017.4.773
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    Citations

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    Cited by:

    1. Sanaz Farhangi & Habib Alipour, 2021. "Social Media as a Catalyst for the Enhancement of Destination Image: Evidence from a Mediterranean Destination with Political Conflict," Sustainability, MDPI, vol. 13(13), pages 1-26, June.
    2. Shelleka Gupta & Vinay Chauhan, 2023. "Understanding the Role of Social Networking Sites in Political Marketing," Jindal Journal of Business Research, , vol. 12(1), pages 58-72, June.
    3. Emilia Errenst & Annelien Van Remoortere & Susan Vermeer & Sanne Kruikemeier, 2023. "Instaworthy? Examining the Effects of (Targeted) Civic Education Ads on Instagram," Media and Communication, Cogitatio Press, vol. 11(3), pages 238-249.
    4. Joanna Papińska-Kacperek & Krystyna Polańska, 2019. "Analiza obecności polskiej administracji lokalnej w mediach społecznościowych," Collegium of Economic Analysis Annals, Warsaw School of Economics, Collegium of Economic Analysis, issue 56, pages 185-196.
    5. Leerssen, Paddy & Ausloos, Jef & Zarouali, Brahim & Helberger, Natali & de Vreese, Claes H., 2019. "Platform ad archives: promises and pitfalls," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-21.
    6. Burkell, Jacquelyn & Regan, Priscilla M., 2019. "Voter preferences, voter manipulation, voter analytics: policy options for less surveillance and more autonomy," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-24.
    7. Chester, Jeff & Montgomery, Kathryn C., 2019. "The digital commercialisation of US politics — 2020 and beyond," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-23.
    8. Barrett, Bridget & Kreiss, Daniel, 2019. "Platform transience: changes in Facebook's policies, procedures, and affordances in global electoral politics," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-22.
    9. Dommett, Katharine, 2019. "Data-driven political campaigns in practice: understanding and regulating diverse data-driven campaigns," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(4), pages 1-18.

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