POLITICAL E-MARKETING IN MOROCCO: CURRENT STATE AND PERSPECTIVES - THE CASE OF THE 2021MORROCAN LEGISLATIVE ELECTIONS-

Abstract

The emergence of political e-marketing has profoundly transformed the electoral landscape, particularly during the 2021 elections in Morocco. In the face of an increasingly connected electorate, political parties had to adapt by integrating digital strategies to mobilize and engage citizens. This documentary study aims to analyze the e-marketing practices deployed by these parties, examining the tools used and their digital footprint. Through this exploration, we will highlight how digital strategies served as a crucial lever in the quest for legitimacy and visibility among Moroccan political actors, while also raising questions about the effectiveness and ethics of these approaches

Keywords: e-marketing,social media , Electoral targeting, Digital strategy, Data analysis