Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021

The presidential runoff in Ecuador was developed through virtual environments mainly because of the COVID-19 pandemic between the finalist candidates Andrés Arauz and Guillermo Lasso. This research proposed the identification of political marketing characteristics and the level of engagement achieve...

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書誌詳細
第一著者: Chipuxi Llivi, Dayanna Mishell (author)
その他の著者: Falconí Suárez, Franklin Eduardo (author)
フォーマット: article
言語:spa
出版事項: 2023
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オンライン・アクセス:https://revistas.uasb.edu.ec/index.php/uru/article/view/4094
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その他の書誌記述
要約:The presidential runoff in Ecuador was developed through virtual environments mainly because of the COVID-19 pandemic between the finalist candidates Andrés Arauz and Guillermo Lasso. This research proposed the identification of political marketing characteristics and the level of engagement achieved by both candidates on platforms such as Facebook and TikTok. Through qualitative and quantitative techniques such as in-depth interviews, observation sheets and engagement measurement. In conclusion, it was determined that the winner achieved greater interaction on TikTok than on Facebook, which gave a closer and more spontaneous character to his campaign. The marketing strategies focused on disassociating the candidates from the traditional stereotype.