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Polls are the fundamental procedures used to measure voting trends in elections and a useful mechanism to adjust the marketing tactics of campaign commands. Polling not only demands significant resources, but also incorporates several intrinsic barriers that may hinder its applicability. This paper examines an innovative methodology to explore the use of social media as an alternative to enhance the costeffectiveness of polling while increasing significantly prediction power to overcome thedblp:conf/amcis/MaldonadoS15 fatcat:zws2roo2j5d5npasgl22qlelia