Marketing digital aplicado a Elecciones Presidenciales 2021, Caso Guillermo Lasso

Abstract

The research analyzed the political campaign strategies applied on the social networks Facebook, Instagram and Tik Tok by the political candidates, Guillermo Lasso and Andrés Arauz, during the second phase of the presidential elections in Ecuador. For the analysis, a qualitative method is applied with random selection of the sample taken from the interactions and comments left by the followers or detractors of the finalist candidates. Among the findings found, it was evidenced that trends, hashtags and topics proposed by the candidates were always dealt with within the digital platform created in social networks.