USO DE MEDIOS DE COMUNICACIÓN DIGITALES COMO ESTRATEGIA DE MARKETING POLÌTICO EN LAS ELECCIONES PRESIDENCIALES DE ECUADOR
| dc.contributor.advisor | Carriel Paredes, Flor Del Rocio | |
| dc.contributor.author | Piloso Quimis, Jessica Nathalia | |
| dc.date.accessioned | 2025-06-11T15:46:43Z | |
| dc.date.available | 2025-06-11T15:46:43Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18598 | |
| dc.description | This research work focuses on the in-depth analysis of the use of digital media as a political marketing strategy in the presidential elections of Ecuador. The main objective is to analyze which political marketing strategies will be implemented in digital media and their impact on public opinion and election results. The study will be carried out using a mixed research methodology where quantitative and qualitative data were collected. The specific objectives will be to identify and evaluate the effectiveness of the main political marketing strategies in digital media used in political campaigns, to examine the platforms used to disseminate political messages and speeches. The index of citizen participation will also be evaluated, and finally, the analysis of the public perception of voters. This study will provide effective and important information to understand how political marketing strategies in digital media. | es_ES |
| dc.description | This research work focuses on the in-depth analysis of the use of digital media as a political marketing strategy in the presidential elections of Ecuador. The main objective is to analyze which political marketing strategies will be implemented in digital media and their impact on public opinion and election results. The study will be carried out using a mixed research methodology where quantitative and qualitative data were collected. The specific objectives will be to identify and evaluate the effectiveness of the main political marketing strategies in digital media used in political campaigns, to examine the platforms used to disseminate political messages and speeches. The index of citizen participation will also be evaluated, and finally, the analysis of the public perception of voters. This study will provide effective and important information to understand how political marketing strategies in digital media. | es_ES |
| dc.description.abstract | Este trabajo investigativo, se centraliza en el análisis profundo del uso de medios de comunicación digitales como estrategia de marketing político en las elecciones presidenciales del Ecuador, el objetivo principal es analizar que estrategias del marketing político se implementarán en los medios digitales y su impacto en la opinión ciudadana y en los resultados electorales. La investigación se realizará mediante un enfoque mixto que recogerá datos cuantitativos y cualitativos. Los objetivos específicos incluirán identificar y evaluar la efectividad de las estrategias de marketing político en medios digitales durante campañas, analizar las plataformas usadas para difundir mensajes políticos, medir la participación ciudadana y estudiar la percepción de los votantes. Este análisis proporcionará datos útiles y significativos para comprender las estrategias de marketing político en los medios digitales. | es_ES |
| dc.format.extent | 76 P | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Quevedo | 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 | Campañas políticas | es_ES |
| dc.subject | Comunicación digital | es_ES |
| dc.subject | Participación ciudadana | es_ES |
| dc.subject | Marketing político | es_ES |
| dc.subject | Percepción pública | es_ES |
| dc.title | USO DE MEDIOS DE COMUNICACIÓN DIGITALES COMO ESTRATEGIA DE MARKETING POLÌTICO EN LAS ELECCIONES PRESIDENCIALES DE ECUADOR | es_ES |
| dc.type | bachelorThesis | es_ES |
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