DIGITAL POLITICAL MARKETING IN BRAZIL: PLATFORMS, STRATEGIES, AND VOTER BEHAVIOR

Abstract

This article examines the impact of digital platforms on Brazilian voter behavior, focusing on digital political marketing strategies, the spread of disinformation, and the intensification of polarization between 2020 and 2024. Through a systematic qualitative literature review, empirical studies published in peer-reviewed journals were analyzed, with an emphasis on national, regional, and municipal elections. The findings reveal that social media platforms such as Facebook, Instagram, WhatsApp, Twitter, and TikTok have reshaped political communication, enabling precise voter targeting and amplifying emotionally charged content. The creation of "affinity bubbles" and the use of fake news as an electoral mobilization tool undermine democratic debate and deepen ideological divisions among citizens. Younger voters were found to be particularly influenced by viral content, while political engagement has become more reactive, driven by emotions such as fear and anger. The study concludes that digital voter behavior in Brazil necessitates platform regulation, anti-disinformation measures, and media literacy policies. This research contributes to understanding digital political dynamics and provides insights for developing democratic electoral communication strategies in the digital environment.