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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Authors: Chipuxi Llivi, Dayanna Mishell, Falconí Suárez, Franklin Eduardo
Format: article
Status:Published version
Publication Date:2023
Country:Ecuador
Institution:Universidad Andina Simón Bolivar
Repository:Revista de Comunicación y Cultura
Language:Spanish
OAI Identifier:oai:revistas.uasb.edu.ec:article/4094
Online Access:https://revistas.uasb.edu.ec/index.php/uru/article/view/4094
Access Level:Open access
Keyword:Marketing político
estrategia electoral
Facebook
TikTok
Marketing
engagement
strategy
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spelling Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021Estrategias de campaña virtual en la segunda vuelta presidencial: Ecuador 2021Chipuxi Llivi, Dayanna MishellFalconí Suárez, Franklin EduardoMarketing políticoestrategia electoralFacebookTikTokMarketingengagementstrategyFacebookTikTokThe 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.La segunda vuelta presidencial en Ecuador, entre los candidatos finalistas Andrés Arauz y Guillermo Lasso, se desarrolló durante 2021, es decir, principalmente en entornos virtuales, por la pandemia de la COVID-19. La presente investigación se propuso  identificar las características del marketing político y el nivel de engagement logrado por las dos candidaturas, en Facebook y TikTok, a través de técnicas cualitativas y cuantitativas como entrevistas en profundidad, fichas de observación y medición de engagement. En conclusión, se determinó que el ganador de las elecciones logró mayor interacción en TikTok que en Facebook, lo que dio un tono más cercano y espontáneo a su campaña. Las estrategias de marketing se enfocaron en alejar a los candidatos del estereotipo tradicional.Universidad Andina Simón Bolívar, Sede Ecuador2023-07-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.uasb.edu.ec/index.php/uru/article/view/409410.32719/26312514.2023.8.3Uru: Revista de Comunicación y Cultura; No. 8 (2023): Electoral campaigns and digital communication; 41-57Uru: Revista de Comunicación y Cultura; Núm. 8 (2023): Campañas electorales y comunicación digital; 41-572631-2514reponame:Revista de Comunicación y Culturainstname:Universidad Andina Simón Bolivarinstacron:UASBspahttps://revistas.uasb.edu.ec/index.php/uru/article/view/4094/3985https://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2023-07-03T14:57:09Zoai:revistas.uasb.edu.ec:article/4094Portal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02023-07-03T14:57:09falsePortal de revistashttps://revistas.uasb.edu.ec/index.php/uruInstitución privadahttp://www.uasb.edu.ec/https://revistas.uasb.edu.ec/index.php/uru/oaiEcuador2631-25142631-2514opendoar:02023-07-03T14:57:09Revista de Comunicación y Cultura - Universidad Andina Simón Bolivarfalse
dc.title.none.fl_str_mv Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
Estrategias de campaña virtual en la segunda vuelta presidencial: Ecuador 2021
title Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
spellingShingle Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
Chipuxi Llivi, Dayanna Mishell
Marketing político
estrategia electoral
Facebook
TikTok
Marketing
engagement
strategy
Facebook
TikTok
title_short Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
title_full Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
title_fullStr Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
title_full_unstemmed Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
title_sort Virtual Campaign Strategies in the Second Presidential Round: Ecuador 2021
dc.creator.none.fl_str_mv Chipuxi Llivi, Dayanna Mishell
Falconí Suárez, Franklin Eduardo
author Chipuxi Llivi, Dayanna Mishell
author_facet Chipuxi Llivi, Dayanna Mishell
Falconí Suárez, Franklin Eduardo
author_role author
author2 Falconí Suárez, Franklin Eduardo
author2_role author
dc.subject.none.fl_str_mv Marketing político
estrategia electoral
Facebook
TikTok
Marketing
engagement
strategy
Facebook
TikTok
topic Marketing político
estrategia electoral
Facebook
TikTok
Marketing
engagement
strategy
Facebook
TikTok
description 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.
publishDate 2023
dc.date.none.fl_str_mv 2023-07-03
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/article/view/4094
10.32719/26312514.2023.8.3
url https://revistas.uasb.edu.ec/index.php/uru/article/view/4094
identifier_str_mv 10.32719/26312514.2023.8.3
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://revistas.uasb.edu.ec/index.php/uru/article/view/4094/3985
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
publisher.none.fl_str_mv Universidad Andina Simón Bolívar, Sede Ecuador
dc.source.none.fl_str_mv Uru: Revista de Comunicación y Cultura; No. 8 (2023): Electoral campaigns and digital communication; 41-57
Uru: Revista de Comunicación y Cultura; Núm. 8 (2023): Campañas electorales y comunicación digital; 41-57
2631-2514
reponame:Revista de Comunicación y Cultura
instname:Universidad Andina Simón Bolivar
instacron:UASB
instname_str Universidad Andina Simón Bolivar
instacron_str UASB
institution UASB
reponame_str Revista de Comunicación y Cultura
collection Revista de Comunicación y Cultura
repository.name.fl_str_mv Revista de Comunicación y Cultura - Universidad Andina Simón Bolivar
repository.mail.fl_str_mv
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score 15,301603

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