Impacto de las redes sociales como medio de comunicación en el ámbito político ante las elecciones presidenciales 2025, en segunda vuelta en Ecuador

Abstract

Abstract: This study focused on the impact of social media as a means of communication within the political sphere of the 2025 presidential elections, specifically the second round held in Ecuador. This was developed using a documentary and explanatory methodology, non-experimental, cross-sectional, and duly grounded in the review of documents (articles, reports, journals, among others) related to the use of social media as part of the political communication implemented in the last electoral process. The content of the study was based on a theoretical framework and the subsequent analysis of results from a mixed-methods approach (quantitative and qualitative) that facilitated the development of statistical data inherent to social media, which have been conceived as a significant tool for political information dissemination within the provinces considered significant due to their larger number of voters (Guayas, Pichincha, and Manabí). Finally, a project was launched that promoted the transparent handling of data for academic purposes and allowed for the identification of a diagnosis, theoretical foundations, and strategies applied by the candidates.