El uso de la inteligencia artificial en la segmentación y personalización de campañas publicitarias
| dc.contributor.advisor | Ramos Valdez, Carlos | |
| dc.contributor.author | Ramos García, Melanie Milagros | |
| dc.contributor.author | Ubilla Jiménez, María Cristina | |
| dc.date.accessioned | 2025-05-06T17:41:26Z | |
| dc.date.available | 2025-05-06T17:41:26Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18227 | |
| dc.description | Artificial intelligence (AI) has revolutionized political campaigns by allowing unprecedented levels of segmentation and personalization in electoral communication. The topic focuses on how AI affects the personalization of political campaigns in citizen voting decisions. Therefore, the objective of the present study is to analyze how the use of AI affects the segmentation and personalization of political campaigns in order to offer recommendations for an ethical and successful implementation of this technology in electoral campaigns. The methodology that will be used is of a mixed type because it seeks to analyze citizens' actions regarding the use of AI in political campaigns; the exploratory method aims to understand the voting phenomenon in the city of Babahoyo; the descriptive method will be used to describe the characteristics and personalization of political campaigns using AI, as well as citizens' reactions to current technology. A survey questionnaire consisting of ten objective questions was conducted with 384 participants. In addition, an interview questionnaire was conducted aimed at digital marketing professionals. The data collected from the survey were analyzed using SPSS statistical software, allowing for the creation of detailed tables and statistical graphs that will enable decision making. | es_ES |
| dc.description | Artificial intelligence (AI) has revolutionized political campaigns by allowing unprecedented levels of segmentation and personalization in electoral communication. The topic focuses on how AI affects the personalization of political campaigns in citizen voting decisions. Therefore, the objective of the present study is to analyze how the use of AI affects the segmentation and personalization of political campaigns in order to offer recommendations for an ethical and successful implementation of this technology in electoral campaigns. The methodology that will be used is of a mixed type because it seeks to analyze citizens' actions regarding the use of AI in political campaigns; the exploratory method aims to understand the voting phenomenon in the city of Babahoyo; the descriptive method will be used to describe the characteristics and personalization of political campaigns using AI, as well as citizens' reactions to current technology. A survey questionnaire consisting of ten objective questions was conducted with 384 participants. In addition, an interview questionnaire was conducted aimed at digital marketing professionals. The data collected from the survey were analyzed using SPSS statistical software, allowing for the creation of detailed tables and statistical graphs that will enable decision making. | es_ES |
| dc.description.abstract | La inteligencia artificial (IA) ha revolucionado en las campañas políticas al permitir niveles sin precedentes de segmentación y personalización en la comunicación electoral. El tema se centra en cómo la IA afecta la personalización de las campañas políticas en las decisiones de voto ciudadano. Por lo tanto, el objetivo del presente estudio es analizar cómo el uso de la IA afecta a la segmentación y personalización de las campañas políticas con el fin de ofrecer recomendaciones para una implementación ética y exitosa de esta tecnología en las campañas electorales. La metodología que se utilizará es de tipo mixto debido a que se busca analizar las acciones ciudadanas respecto al uso de la IA en las campañas políticas; el método exploratorio tiene como objetivo comprender el fenómeno del voto en la ciudad de Babahoyo; se utilizará el método descriptivo para describir las características y personalización de las campañas políticas utilizando la IA, así como las reacciones de los ciudadanos ante la tecnología actual. Se realizó un cuestionario de encuesta compuesta por diez preguntas objetivas con 384 participantes. Además, se realizó un cuestionario de entrevista dirigido a profesionales del marketing digital. Los datos recolectados de la encuesta se analizaron utilizando el software estadístico SPSS, lo que permitió la creación de tablas detalladas y gráficos estadísticos que permitirá tomar decisiones. | es_ES |
| dc.format.extent | 53 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Inteligencia artificial | es_ES |
| dc.subject | Marketing digital | es_ES |
| dc.subject | Campañas electorales | es_ES |
| dc.subject | Comunicación | es_ES |
| dc.title | El uso de la inteligencia artificial en la segmentación y personalización de campañas publicitarias | es_ES |
| dc.type | bachelorThesis | es_ES |
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