Ingeniería en Marketing-Tesis de Pregrado

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Análisis del mix de marketing político aplicado en la campaña electoral por los partidos más representativos según las elecciones generales 2021
(Universidad de Cuenca, 2023-03-07) Arce Collaguazo, Karina Gabriela; Cabrera Orellana, Freddy Paul; Abad Cisneros, Angélica Isabel
The objective of this study is to approach us to the marketing MIX strategies applied by the most popular parties (according to the vote intention percentage), that under the results of the first electoral round were the UNES alliance (Union for the Hope), the CREO party and the Union for the plurinational movement Pachakutik, from the content analysis of the activities and campaign acts transmited on social media by the candidates, these activities are contained in the database “Geo-party-links in Ecuador”. This document, based on following the activities of the campaign during the electoral process and complemented by the opinion of several experts in political science, shows that the most outstanding strategies were market position and price strategies close related to aspirational factors, it also highlights the use of social networks as the main means of communication and contact of the candidates. The use of the image and the support of former President Rafael Correa for one of the parties in this study were undoubtedly very influential factors in the entire electoral process.