Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign

Detalhes bibliográficos
Autor(a) principal: Sousa Júnior, João Henriques de
Data de Publicação: 2023
Outros Autores: Petroll, Martin de La Martiniere, Rocha, Rudimar Antunes da
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ciências da Administração
Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/65768
Resumo: The phenomenon of Fake News has gained prominence all over the world, especially as to its influence in the political context. Therefore, the present study aims to analyze the influence of the Fake News on the online behavior of Brazilian voters during the period of the presidential campaign of 2018. A study of mixed approach, using a basic netnographic approach, trend analysis and online survey. The results indicate that 92.6% of the respondents were exposed to false content during the campaign, Whatsapp and Facebook being the main social networks where this contact happened; False posts with humorous content showed greater engagement within party groups on Facebook; and interest in the subject, during the election, caused the term to reach the second highest peak in Google Trends. This study deepens the knowledge about this phenomenon and allows the reflection of marketing strategies directional to the active profiles of engagement in the virtual environments.
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spelling Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential CampaignNoticias falsas y comportamiento en línea de los votantes en las redes sociales durante la campaña presidencial brasileña de 2018Fake News e o Comportamento Online dos Eleitores nas Redes Sociais Durante a Campanha Presidencial Brasileira de 2018Fake NewsRedes Sociais DigitaisEleiçõesBrasilFake NewsDigital Social NetworksElectionsBrazilNoticias falsasRedes Sociales DigitalesEleccionesBrasilThe phenomenon of Fake News has gained prominence all over the world, especially as to its influence in the political context. Therefore, the present study aims to analyze the influence of the Fake News on the online behavior of Brazilian voters during the period of the presidential campaign of 2018. A study of mixed approach, using a basic netnographic approach, trend analysis and online survey. The results indicate that 92.6% of the respondents were exposed to false content during the campaign, Whatsapp and Facebook being the main social networks where this contact happened; False posts with humorous content showed greater engagement within party groups on Facebook; and interest in the subject, during the election, caused the term to reach the second highest peak in Google Trends. This study deepens the knowledge about this phenomenon and allows the reflection of marketing strategies directional to the active profiles of engagement in the virtual environments.El fenómeno de las Fake News ha ganado protagonismo en todo el mundo, especialmente por su influencia en el contexto político. Por lo tanto, el presente estudio tiene como objetivo analizar la influencia de las Fake News en el comportamiento online de los votantes brasileños durante el período de la campaña presidencial de 2018. Un estudio de enfoque mixto, utilizando un enfoque netnográfico básico, análisis de tendencias y encuesta online. Los resultados indican que el 92,6% de los encuestados estuvo expuesto a contenidos falsos durante la campaña, siendo Whatsapp y Facebook las principales redes sociales donde ocurrió este contacto; Las publicaciones falsas con contenido humorístico mostraron una mayor participación dentro de los grupos del partido en Facebook; y el interés por el tema, durante las elecciones, hizo que el término alcanzara el segundo pico más alto en Google Trends. Este estudio profundiza el conocimiento sobre este fenómeno y permite reflexionar sobre estrategias de marketing direccionadas a los perfiles activos de engagement en los entornos virtuales.O fenômeno das Fake News tem ganhado destaque por todo o mundo, especialmente quanto à sua influência no contexto político. Diante disso, o presente estudo objetiva analisar a influência das Fake News no comportamento online dos eleitores brasileiros durante o período da campanha presidencial de 2018. Realizou-se um estudo de abordagem mista, com uso de abordagem netnográfica básica, análise de tendências e survey online. Os resultados apontam que 92,6% dos respondentes foram expostos a conteúdos falsos durante a campanha, sendo o Whatsapp e o Facebook as principais redes sociais onde esse contato aconteceu; postagens falsas com teor humorístico apresentaram maior engajamento dentro dos grupos partidários no Facebook; e o interesse com o assunto, durante as eleições, fez o termo atingir o segundo maior pico no Google Trends. Este estudo aprofunda o conhecimento acerca deste fenômeno e possibilita reflexão de estratégias mercadológicas direcionais aos perfis ativos de engajamento nos ambientes virtuais.Universidade Federal de Santa Catarina - UFSC2023-12-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionNetnografia básica; Análise de tendências; Survey onlineapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/6576810.5007/2175-8077.2023.e65768Journal of Administration Science; Vol. 25 No. 65 (2023): Journal of Administration Science; 1-16Revista de Ciencias de la Administración; Vol. 25 Núm. 65 (2023): Revista de Ciencias de la Gestión; 1-16Revista de Ciências da Administração; v. 25 n. 65 (2023): Revista de Ciências da Administração; 1-162175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/65768/54938Copyright (c) 2023 Revista de Ciências da Administraçãohttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessSousa Júnior, João Henriques dePetroll, Martin de La MartiniereRocha, Rudimar Antunes da2023-12-22T16:21:47Zoai:periodicos.ufsc.br:article/65768Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairca.cse@contato.ufsc.br2175-80771516-3865opendoar:2023-12-22T16:21:47Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
Noticias falsas y comportamiento en línea de los votantes en las redes sociales durante la campaña presidencial brasileña de 2018
Fake News e o Comportamento Online dos Eleitores nas Redes Sociais Durante a Campanha Presidencial Brasileira de 2018
title Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
spellingShingle Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
Sousa Júnior, João Henriques de
Fake News
Redes Sociais Digitais
Eleições
Brasil
Fake News
Digital Social Networks
Elections
Brazil
Noticias falsas
Redes Sociales Digitales
Elecciones
Brasil
title_short Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
title_full Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
title_fullStr Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
title_full_unstemmed Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
title_sort Fake News and the Online Behavior of Voters on Social Networks During the 2018 Brazilian Presidential Campaign
author Sousa Júnior, João Henriques de
author_facet Sousa Júnior, João Henriques de
Petroll, Martin de La Martiniere
Rocha, Rudimar Antunes da
author_role author
author2 Petroll, Martin de La Martiniere
Rocha, Rudimar Antunes da
author2_role author
author
dc.contributor.author.fl_str_mv Sousa Júnior, João Henriques de
Petroll, Martin de La Martiniere
Rocha, Rudimar Antunes da
dc.subject.por.fl_str_mv Fake News
Redes Sociais Digitais
Eleições
Brasil
Fake News
Digital Social Networks
Elections
Brazil
Noticias falsas
Redes Sociales Digitales
Elecciones
Brasil
topic Fake News
Redes Sociais Digitais
Eleições
Brasil
Fake News
Digital Social Networks
Elections
Brazil
Noticias falsas
Redes Sociales Digitales
Elecciones
Brasil
description The phenomenon of Fake News has gained prominence all over the world, especially as to its influence in the political context. Therefore, the present study aims to analyze the influence of the Fake News on the online behavior of Brazilian voters during the period of the presidential campaign of 2018. A study of mixed approach, using a basic netnographic approach, trend analysis and online survey. The results indicate that 92.6% of the respondents were exposed to false content during the campaign, Whatsapp and Facebook being the main social networks where this contact happened; False posts with humorous content showed greater engagement within party groups on Facebook; and interest in the subject, during the election, caused the term to reach the second highest peak in Google Trends. This study deepens the knowledge about this phenomenon and allows the reflection of marketing strategies directional to the active profiles of engagement in the virtual environments.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Netnografia básica; Análise de tendências; Survey online
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/65768
10.5007/2175-8077.2023.e65768
url https://periodicos.ufsc.br/index.php/adm/article/view/65768
identifier_str_mv 10.5007/2175-8077.2023.e65768
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/65768/54938
dc.rights.driver.fl_str_mv Copyright (c) 2023 Revista de Ciências da Administração
https://creativecommons.org/licenses/by-nc-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Revista de Ciências da Administração
https://creativecommons.org/licenses/by-nc-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina - UFSC
publisher.none.fl_str_mv Universidade Federal de Santa Catarina - UFSC
dc.source.none.fl_str_mv Journal of Administration Science; Vol. 25 No. 65 (2023): Journal of Administration Science; 1-16
Revista de Ciencias de la Administración; Vol. 25 Núm. 65 (2023): Revista de Ciencias de la Gestión; 1-16
Revista de Ciências da Administração; v. 25 n. 65 (2023): Revista de Ciências da Administração; 1-16
2175-8077
1516-3865
reponame:Revista de Ciências da Administração
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Revista de Ciências da Administração
collection Revista de Ciências da Administração
repository.name.fl_str_mv Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv rca.cse@contato.ufsc.br
_version_ 1789435140271767552

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