Le campagne di marketing politico online: una rassegna sistematica della letteratura

Abstract

The authors provide a review of studies on the media currently offered by web 2.0, used in election campaigns in many countries, published from 2003 to 2017 in the following thematic journals: Comunicazione Politica, Information, Communi-cation & Society, Journal of Communication, Journal of Communication Man-agement, Journal of Political Marketing, Online Information Review, Policy and Internet, and Political Communication. Results show that digital tools like social media and microblogging platforms ensure a higher voter involvement, allowing to quickly reaching a young age audience, and to establish a two-way relationship. Conversely, web sites, blogs and forums are used primarily by adult users, have a lower level of immediacy of communication and generate a one-way relationship. Finally, Facebook and Twitter represent the most used tools in the political com-munication of the democratic countries.