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The rapid growth of the Internet as a significant environment for information exchange is leading to new decision-making contexts in the area of political marketing. As new information and communication technologies become increasingly important, possibilities to social interaction do also enhance. However, much is still needed to know about the roles certain core tools play in these interaction and decision-making processes. This paper attempts to focus on weblogs as pioneer and relevant facts of the Web 2.0 phenomenon in order to know its actual influence in individuals’ political behavior. Thus, a hybrid model merging technology, marketing and political science is presented in an innovative attempt to throw light on these virtual-physical dynamics.
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