MARKETING DIGITAL E ADMINISTRAÇÃO PÚBLICA: AS MÍDIAS SOCIAIS COMO INSTRUMENTO DE PARTICIPAÇÃO SOCIAL E ACCOUNTABILITY

Abstract

This study aims to understand the relationship of non-commercial Digital Marketing in Public Administration and the promotion of social participation in public management through social media. Despite the federal legislation establishing mechanisms for the participation of the population, such as consultations and public hearings, social media is gaining more and more space in our lives as a tool for communication, debate and exchange. Marketing 4.0 integrates offline and online, highlighting the importance of user participation during the development process of a particular product or service, which directs us to participatory public management and the development of more efficient and effective public policies . However, even though the use of social media as a tool for social participation and engagement in political discussions is growing, it cannot be confirmed whether this participation actually influences the development of public and social policies. To understand this relationship, a bibliographic review was carried out, complemented with a documentary research with the objective of discussing the theme.