A Netnographic Study of Moroccan Political Marketing in the Era of Digital Social Networks

In the era of the digital revolution, content marketing is emerging as the main and essential lever in any well-founded digital political marketing strategy. It is a recent paradigm oriented towards creating, sharing and attracting content on official political party pages on social networks to a targeted audience of Internet users-voters, in order to establish a relational dynamic through the participation of members of these virtual communities. This study integrates a social network approach to the study of the marketing of moroccan political parties by analysing their activity on Facebook and their use of digital strategies during the pre-election and election period.