10: An analysis of the perceptions of the role of social media marketing in shaping the preferences of the electorate: A case study of the 2018 Colombian presidential election

Natalia Gomez Arteagaa; Lillian Clarkb    a Northumbria University, Newcastle upon Tyne, United Kingdomb QA Higher Education, London, United Kingdom


The recent growth in social media platforms and their use amongst individuals have strengthened communication whilst creating new forms of political participation and debate. In recent years, political candidates have begun to integrate social media platforms into their communication strategies whilst also using it as a tool for political marketing to increase their electoral potential and influence in the voting ...

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