Resumen

GUTIERREZ CABALLERO, Juana María  y  BLAZQUEZ MANZANO, Alberto. RATIONAL AND EMOTIONAL TRUST IN POLITICAL MARKETING. Dimens.empres. [online]. 2016, vol.14, n.1, pp.151-161. ISSN 1692-8563.  https://doi.org/10.15665/rde.v14i1.575.

This article develops an analysis reflection of the changes in communication in the political context and the influence of the media, From there, it focuses on the value of trust in a more rational and ephemeral paradigm, Finally develop practical strategies to improve engagement between the followers.

Palabras clave : Politics; marketing; trust; engagement; emotions.

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