Marketing político y su evolución en la era digital en el proceso electoral de Ecuador

Abstract

The present curricular integration work entitled: Political marketing and its evolution in the digital era in the electoral process of Ecuador, aimed to determine the evolution of political marketing through an analysis of factors, aspects and processes that intervene in the electoral process in Ecuador, specifically in 2021. To do this, a research was carried out that combined qualitative and quantitative approaches, using a descriptive approach to evaluate each variable independently. The design used was non-experimental, transversal with a documentary and field type. Deductive and inductive methods were used. The sample used in the research was 384 people, and various techniques were applied such as observation, documentation, interviews and surveys. The research was developed through surveys applied to citizens eligible to exercise the right to vote, making a demographic delimitation taken voters in the province of Chimborazo as reference with the purpose of obtaining data related to the variables involved in the investigation. The research results that stand out are based on factors of composition and verbal communication, in such a way it was possible to verify the idea to be defended that in the electoral process of Ecuador the evolution of political marketing in the digital era is evident. Due to this situation, the proposal contains strategies that will allow the strengthening of political campaigns by creating a greater positioning considering the presence of various candidates of popular election, as they need to better manage social networks to attract a large number of supporters. Therefore, it is recommended not to forget the use of traditional marketing, but to generate a higher visibility on social networks through digital marketing.