5. THE IMPACT OF INFORMATION AND COMMUNICATION TECHNOLOGIES ON POLITICAL MARKETING: ANALYSIS OF DIGITAL STRATEGIES AND ETHICAL CHALLENGES IN A CONNECTED WORLD

Résumé

In an era marked by rapid digital transformation, Information and Communication Technologies (ICTs) are profoundly reshaping the landscape of political marketing, challenging traditional communication models and raising pressing ethical concerns. This study examines how digital tools are redefining political engagement in Morocco, with a focus on their effectiveness, impact on public opinion, and the growing tensions around privacy, disinformation, and democratic integrity. Drawing on a quantitative research design, data were collected through a structured online questionnaire administered to 62 participants, including voters and politically engaged individuals, between March and May 2024. Responses were analyzed using SPSS through descriptive statistics, independent samples t-tests, Pearson correlation, effect size measures (Cohen’s d), and ANOVA to test four key hypotheses. Findings reveal that while ICT-based campaigns are perceived as effective in disseminating information and mobilizing moderate social media users, their impact diminishes among heavy users, suggesting an engagement threshold. Moreover, a paradoxical "critical distancing" emerges: individuals who recognize the political influence of social networks are less likely to believe these platforms affect their own opinions, highlighting a disconnect that may fuel polarization. High levels of concern about data misuse and disinformation are observed, particularly among active digital participants, and there is strong public support for stricter regulation, especially regarding transparency in campaign financing. These results underscore the dual nature of digital political marketing—empowering yet ethically fraught—and call for greater institutional oversight. The study contributes theoretically to the literature on digital political communication and practically to ongoing debates on digital governance in emerging democracies. Future research should explore longitudinal and cross-national dynamics to better understand the evolving relationship between technology, trust, and democratic participation.