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

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, Communication & Society, Journal of Communication, Journal of Communication Management, 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 communication of the democratic countries. [Publishers' text].