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Senior Capstone Project

This paper investigates how social media, with a special focus on TikTok, can be used as a political influencing mechanism. This paper asserts that politicians can be classified as influencers that have particular brands that try to influence and persuade a consumer base. Through a series of case studies, I investigate the similarities between digital influencers and politicians, their marketing strategies and outcomes, what determines success, along with how these factors contribute to a greater understanding of voter behavior.