Marketing político y su incidencia en la gestión pública de la alcaldía del cantón Bolívar, periodo 2023-2024

The present research aimed to determine the relationship between political marketing and public management in the Municipality of Bolívar canton during the 2023–2024 period, in order to analyze its impact on citizens’ perception and satisfaction. A mixed-method approach with a descriptive and correlational focus was applied, using both field and bibliographic research. The main techniques included an interview with the mayor of the canton and surveys administered to a sample of 382 citizens. Data were processed using a Likert scale and statistically analyzed through Pearson’s correlation coefficient. The most relevant results revealed a moderate positive relationship (r = 0.4386) between political marketing strategies and citizens’ perception of public management. The predominant use of social media as an institutional communication channel was identified; however, a gap was noted between the advertising message and the actual implementation of certain projects. It was concluded that political marketing significantly influences the image and legitimacy of local government, with transparency, message coherence, and citizen participation being key to strengthening institutional trust. Furthermore, it is recommended to implement more inclusive communication strategies, improve accountability practices, and promote citizen empowerment in public management processes.

• 1. Verfasser: Alulima Cuenca, Manuel Agustín (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2025
• Schlagworte: Marketing político; Gestión pública; Percepción ciudadana; Transparencia
• Online Zugang: http://repositorio.espam.edu.ec/handle/42000/2836