Monitoramento de Mídias Sociais - Daniel Noboa - Equador 2023
Monitoraramento e avaliação do comportamento da audiência às publicações de lideranças políticas nas mídias sociais.
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Beyond the Triangle of Leadership:
A Methodological Proposal for Assessing
Political Leaders' Success on Social Media
Estudo sobre avaliação do desempenho de lideranças políticas nas mídias sociais utilizando análise de conteúdo e sentimento por meio de técnicas de processamento de linguagem natural.
In 2023, facing a potential impeachment, the President of Ecuador, Guillermo Lasso, called for an extraordinary election contested between Luisa González and Daniel Noboa. The short election, marked by violence and intensive use of social media, caused rapid fluctuations in audience behavior, which affected the candidates' performance. Using content and sentiment analysis via NLP with R, we classified posts and measured public reactions.
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Human Branding in Political Marketing:
A Systematic Literature Review and Agenda
for Future Research
Revisão sistemática da literatura sobre human branding no marketing político, identificando conceitos, teorias, abordagens metodológicas e oportunidades para pesquisas futuras.
We conducted a systematic literature review to identify the theories, research contexts, characteristics, and methodological approaches explored within the domain of human branding in political marketing. The study modernizes concepts such as authority, authenticity, humanization, and positioning and proposes a basic definition of the human brand in politics.
