Marketing digital e transparente em portais de governos municipais do Cariri Paraibano Ocidental no ano de 2025.

Abstract

The present study aimed to examine the relationship between transparency in the 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 in the Turmalina Ranking of the Court of Accounts of Paraíba, for the year 2025. To this end, a mixed methodological approach was adopted, combining quantitative and qualitative techniques. From the analyses, it was found that municipalities investing in efficient and transparent digital communication manage to establish a closer relationship with the population. It was concluded that digital marketing, when combined with active and passive transparency strategies, can become a powerful tool for bringing public authorities closer to society. More than merely fulfilling a legal requirement, promoting clear and accessible communication strengthens democracy, encourages citizen participation, and improves the image and efficiency of municipal administrations.