Introduction: Social Media, Political Marketing and the 2016 U.S. Election

This essay introduces the contributions of the volume “Social Media, Political Marketing and the 2016 U. S. Election.” Using a variety of methodological approaches, the authors investigate the communication strategies of the Democratic and Republican candidates for president together with the responses of their audience. Collectively, this research offers insights into how new communication technologies are changing both political marketing and the ways candidates and voters interact.