EL MARKETING POLÍTICO A TRAVÉS DE LAS REDES SOCIALES EN LAS ELECCIONES PRESIDENCIALES ECUADOR 2017

Abstract

Social media has rapidly grown as a forum for political activism. For this reason, the main objective of this academic article is to investigate the phenomenon of political marketing through social networks such as Instagram, Facebook and Twitter as to how it has influenced the decision of the electorate, specifically in the last political elections in Ecuador. In the same way, the various theories and characteristics of politics and marketing will be investigated. Also, the similarities and differences that exist between both terminologies are described. In addition, it allows understanding how political marketing could be used by political parties and majority leaders to carry out their campaign proposals in the best way. The strategies used were surveys of a sample of 384 users of social networks in Ecuador. The results showed that it is very important that political parties remain active on social media platforms. For this reason, several political parties opt for social media as an essential communication strategy, due to its effect and influence on individual voters.