Marketing político e comportamento eleitoral no Instagram: análise das estratégias digitais do prefeito da cidade de Macapá/AP nas eleições 2024

Abstract

The arrival of social media has transformed communication strategies and the consolidation of public image in political and electoral marketing, giving politicians greater freedom to build their image and interact with the electorate. This study aims to analyze the political marketing strategies used on Instagram by the current mayor of the city of Macapá, during the 2024 election period, and their impact on his political image and engagement with voters. The research adopts a qualitative, exploratory and descriptive approach, which longitudinally studies previously selected posts made on the candidate's Instagram between August 19 and October 6, 2024. The content analysis technique applied to social networks was used with the aid of the Social Blade tool and the Iramuteq software. The results indicate that the political marketing strategies adopted on the mayor's Instagram use a diversified approach, combining campaign themes with personal aspects of the candidate. The posts feature digital influencers, local music and seek to establish a connection with the public. The captions of the posts are designed to generate feelings, such as the humanization of candidate Dr. Furlan. The analysis of the posts confirms that by adopting well-designed political and electoral marketing strategies, it is possible not only to intensify engagement, but also to strengthen proximity to the public, promoting acceptance and improving public image.