Cibermarketing político y electoral durante la pandemia COVID-19 en las elecciones presidenciales de Ecuador 2021

Abstract

Abstract: The political and electoral cybermarketing investigation during the COVID-19 pandemic in the Ecuadorian presidential elections 2021, aimed to analyze its use in the political campaign of Andrés Arauz during the 2021 presidential elections, in contrast to the strategies used by Lenín Moreno in in 2017, to identify, contrast and understand the change and impact during the COVID-19 pandemic on the youth electorate. A quantitative and qualitative methodology was proposed with an exploratory approach that allows the objective to be met. For the design, techniques and instruments were used, such as interviews with experts in political communication and surveys aimed at young people between 21 and 29 years of age in various provinces of Ecuador, considered centennials and millennials. It is determined that the youth electorate is vulnerable to cybermarketing and neuromarketing, and that only certain ATL media such as radio and television, as well as other traditional activities, continued to be used in the two campaigns. Young people represent a relevant percentage in the electoral register. Cyberpolitics starts from cyberactivism and Ecuador does not have a political culture, but political marketing is advancing with referents such as Jaime Durán Barba,who has starred in some electoral victories.