STORYTELLING AS A POLITICAL MARKETING TOOL: THE INFLUENCE ON THE VOTER'S DECISION

Abstract

This research aimed to analyze the impact of the Storytelling tool on voting intention. To achieve this purpose, the storytelling tool was contextualized and then the evolution of digital political marketing was discussed. Subsequently, an audiovisual material was produced using storytelling strategies and presented to voters. In this way, it was possible to profile the electorate and identify their perception in choosing a candidate. The methodological approach to the problem was of a quantitative nature, using bibliographical, experimental and action-research techniques. The data collection technique involved the application of questionnaires. The results obtained show that the tool managed to generate a positive impression of the candidate for the majority, but it alone is not a determining factor for the vote. External factors have a great influence on this decision.