The Impact of Influencers on Electoral Competition in Brazil
The Impact of Influencers on Electoral Competition in Brazil

Summary/Abstract: This article examines the impact of digital influencers in Brazil's 2024 local elections. The central hypothesis is that both the number of followers and the use of paid promotion on social media platforms conferred electoral advantages to a group of influencer-candidates, ultimately contributing to their success at the polls. To test this hypothesis, we first analysed the political, partisan, and ideological profiles of these candidates based on their biographies and digital content in view of their background, considering the contemporary balance of political forces. We then conducted linear regression analyses. The results indicate a positive correlation between the number of social media followers and vote share. Furthermore, we find that paid promotion significantly enhances candidates' capacity to attract voter support.

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