Facultad de Ciencias Económicas y Administrativas

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Análisis de las tendencias políticas en los estudiantes y docentes de la Facultad de Ciencias Económicas y Administrativas de la Universidad de Cuenca, en los últimos 10 años.
(Universidad de Cuenca, 2023-03-07) Ariopajas Bueno, David Israel; Abad Cisneros, Angélica Isabel
The purpose of this case study was to analyze the political tendencies of students and teachers of the Faculty of Economics and Administrative Sciences of the University of Cuenca, using the categories of left and right described by Sheldon and Nichols, as well as many other authors. In the methodological part, the study has an explanatory, descriptive scope with a mixed qualitativequantitative methodological approach. For which 350 students of the University of Cuenca and 365 students of the Faculty of Economics and Administrative Sciences were surveyed. As for the qualitative part, 4 teachers of the same faculty were interviewed, with the objective of understanding the political tendencies of the last 10 years within the faculty. The results of the research showed that the predominant political tendency is right-wing, while in the last 10 years, this tendency has shifted from the center-left to the right. On the other hand, several factors were identified that influence the political tendencies of students and teachers, such as the career they study, the political tendency of the government, religion, among others. Finally, the socioeconomic profiles of the students were categorized with respect to their political tendencies.
Análisis del comportamiento electoral y la influencia del voto económico en América Latina
(Universidad de Cuenca, 2022-07-13) Pinos Ortega, Erick Francisco; Meza Marín, Juli Margarita; Abad Cisneros, Angélica Isabel
This paper aims to analyze the role played by the economy in Latin American electoral behavior and tests the existence of the economic voting phenomenon in Latin America. For this purpose, a set of models are estimated, both panel data and logistic regression, based on data from two public opinion surveys, Latinobarómetro and the Latin American Public Opinion Project (LAPOP), and official macroeconomic information from 17 countries in the region for the period 2005-2017. The results suggest the presence of the economic voting phenomenon in the region, where Latin Americans are using the vote as a reward or punishment mechanism, making the incumbent government responsible for the economic performance of their nations. In this way, positive economic results are associated with greater electoral support for the incumbent.
Análisis del contenido publicado en prensa sobre Guillermo Lasso y Lenín Moreno, durante la campaña electoral de la primera vuelta del 2017, desde el marketing político
(2018-07-26) Erráez Pacheco, Pilar Elizabeth; Pesántez García, Mónica Katheríne; Abad Cisneros, Angélica Isabel
This article analyzes the promotion of the candidacies of Moreno and Lasso in the first electoral round of Ecuador 2017. The objective is to determine the role played by the press in the construction of favorable or unfavorable images of candidates from political marketing, being the promotion, the outstanding element of the marketing mix, because it allows to spread the message with great coverage through public relations. The study of the press in the construction of the image of politicians is important because it influences the perception of the electorate towards the candidate. For this purpose, a content analysis was carried out with the material published in the press during the official campaign period. The results confirm that the official binomial was publicized positively in the public press, while the main opposition binomial was positively publicized in the private press. Both candidates promoted their image through direct publicity, using political rallies.
Análisis del gasto público en Ecuador y su incidencia en elecciones a nivel provincial
(Universidad de Cuenca, 2020-01-10) Peralta Delgado, Freddy Patricio; Abad Cisneros, Angélica Isabel
This article aims to prove that the fiscal policy of the Autonomous Decentralized Provincial Governments (GAD’s) of Ecuador affect the results of sectional elections. The research focuses specifically on the composition of public spending during the electoral periods of 2009 and 2014. In order to look at the relationship between the Budgetary Political Cycle and the re-election of the incumbent, the analysis elaborates a fixed effects Instrumental Variables (VI) model using panel-type data at a provincial level. The model considers the effect of employment, poverty, ideology and political affiliation over the candidate’s electoral performance. It also considers the weight of the Costa, Sierra and Amazonia regions in Ecuador's political culture. In addition, using Núñez (2007) proposed methodology, the study estimates the economic value of each extra vote obtained by a candidate for re-election. Results of the empirical analysis show that the rise of 1 dollar per capita on the incumbent`s investment expenditures increases the vote to be obtained by 0.55%, and that the effect boosts to 0.65% when estimating instrumental variables. Additionally, when comparing per capita investments made by incumbent candidates that won the elections with those that lost it, results show a difference on investment of 16.3% in 2009 and 9.6% in 2014. In 2009, the average cost of each extra vote obtained by the incumbent candidate was USD 644, USD 574 and USD 1,163 in the Costa, Sierra and Amazonia regions. In 2014 this cost drops to USD 623, USD 565 and USD 1,103 in the Costa, Sierra and Amazonia region respectively, this decrease shows that the 2014 elections were less competitive.
Análisis del lenguaje utilizado en la campaña electoral de las seccionales de febrero del 2023 y su influencia en el electorado universitario. El caso de los candidatos a alcaldes de la ciudad de Cuenca
(Universidad de Cuenca, 2024-03-11) Naula Carrión, Erika Estefanía; Rivadeneira Garzón, Heidy Dayana; Abad Cisneros, Angélica Isabel
Language plays a crucial role in the studies of political communication and political marketing. It is employed with the purpose of persuading voters and establishing meaningful connections to garner electoral support. This research aims to analyze and determine the language used in the February 2023 sectional electoral campaign by the four most voted mayoral candidates in Cuenca: Adrián Castro, Paúl Carrasco, Pedro Palacios, and Cristian Zamora. The study also investigates its influence on the perception of the university electorate. Firstly, the research characterized the type of language (tone and connotaion) used by each candidate based on the content shared in January 2023 during the electoral campaign and through interviews with communication experts. Secondly, through a survey, the study explored the influence of the language used on the perceptions of trust, credibility, and suitability among the university electorate in the city of Cuenca. The results reveal that each candidate opted for a distinct style of language, and this was perceived variably by the university electorate. Furthermore, they indicate that the type of language used has a significant impact on the perception of trust, credibility, and suitability of the candidates, according to the respondents' opinions.
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.
Marketing político y satisfacción con el desempeño del gobierno. El caso de las campañas electorales del Econ. Rafael Correa Delgado, 2009, 2013
(2016) Altamirano Samaniego, Juan Eduardo; Arévalo Machuca, Irene Carolina; Abad Cisneros, Angélica Isabel
This investigation aims to explain the electoral campaigns by President Rafael Correa in 2009 and 2013, from the perspective of political marketing. Using the marketing mix as the main analytical tool considering the evaluation of government performance as a key factor, explains the work developed product, price, promotion and distribution of election campaigns executed by the government. This provides a broader view of what is political marketing and contribute to the knowledge of this branch of marketing in the country. The research results allow to affirm that in political marketing Rafael Correa is a success. Strengthening brand around his image, proposals, messages and emotional ties projected in the 2009 and 2013 campaigns were able to retain, attract and keep voters. In those elections the president enjoyed strong support due to its high levels of credibility and approval of management. Both elements, discussed in “P” price, allow to identify that electoral market needs were fully covered minimizing the “costs” transaction. Besides satisfaction with their exercise, communication, distribution and image Correa campaign were the key to get to win the races for the second and third time.
Opiniones y perspectivas de las mujeres cuencanas en edad adulta emergente frente a la publicidad de empoderamiento femenino (Femvertising), y la publicidad que utiliza estereotipos femeninos. Año 2021
(Universidad de Cuenca, 2022-10-17) Belduma Matute, Maricela Marlene; Pauta Guillén, Ana Cristina; Abad Cisneros, Angélica Isabel
The evolution of women’s representation in advertising and new technologies have become increasingly important, giving way to Femvertising: a new advertising trend that seeks to challenge stereotypes and give an empowering message to the female audience. This research looks for analyze and understand what are the opinions and outlooks of emerging adulthood women in Cuenca regarding Femvertising and advertising that uses female stereotypes during 2021. Firstly, the Galvanic Skin Resistance Sensor (GSR) was applied in 40 women from Cuenca who belong to the emerging adulthood group in order to obtain their emotional intensity through skin conductance. Then, the different points of view that this group has about Femvertising and stereotypical ads are investigated through the application of an "open standardized" questionnaire. The results show that Femvertising ads, whose content is aligned with brands’ business values, improve on women’s in emerging adulthood self-esteem causing empowerment and a higher level of attraction while stereotypical ads affect their appearance generating insecurity. However, they value the effort that models in this ad do to look in that way
Paridad de género en la política: experiencias de las y los candidatos de la parroquia Tarqui durante las elecciones seccionales 2023
(Universidad de Cuenca, 2025-02-18) Lojano Zhingre, Elian Marcelo; Abad Cisneros, Angélica Isabel
This final thesis studied gender parity in politics, taking as a background the democratic parity reforms established in 2020. The objective that guided this research is to analyze the experiences of the candidates to the parish council of Tarqui in the configuration of the electoral lists of their political parties for the sectional elections, after the electoral parity reform of 2020. The methodology used was qualitative, with a phenomenological study design and an exploratory approach. The study population consisted of the candidates of the seven lists that participated in the 2023 sectional elections. The total number of the sample was seven candidates, four men and three women. One of the main findings was that, although progress was made in gender parity, women still face barriers, where despite reforms, the integration of women into politics is still marked by authoritarian and patriarchal practices. While men have access to a more democratic selection process, women are more controlled and their decisions about inclusion in the lists depend on a few, which limits their autonomy and real participation in politics.

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