MARKETING DIGITAL E TRANSPARÊNCIA EM PORTAIS DE GOVERNOS MUNICIPAIS DO CARIRI PARAIBANO

Abstract

The present study aimed to examine the relationship between transparency in digital communications of municipal governments and the level of citizen trust and participation in public initiatives. The research focused on municipalities in the Cariri Paraibano region, analyzing data available on institutional portals and the Ranking Turmalina of the Court of Accounts of Paraíba for the year 2025. A mixed methodological approach was adopted, combining both quantitative and qualitative techniques. Indicators such as the frequency of portal updates, clarity of information, user interactions, and use of social media were observed, along with public perception of these channels. The analysis revealed that municipalities investing in efficient and transparent digital communication manage to establish a closer relationship with the population. It is concluded that digital marketing, when aligned with active and passive transparency strategies, can become a powerful tool for bringing the public administration closer to society. More than simply meeting a legal requirement, promoting clear and accessible communication strengthens democracy, encourages citizen participation, and improves the image and effectiveness of municipal administrations.