Influencia de los posts y propagandas de facebook en la intención de voto de los estudiantes de las carreras de Sociología e Ingeniería Civil de la Universidad de Cuenca. Análisis de caso: carreras de Sociología e Ingeniería Civil

Abstract

Social networks have become in a very short time an authentic social phenomenon. The main objective of this study is to determine the influence of Facebook posts and advertisements on the voting intention of students of Sociology and Civil Engineering at the University of Cuenca. To collect the necessary information, qualitative and quantitative techniques were applied: semi-structured interviews and surveys. The population consisted of 763 students enrolled in the two careers. We worked with a probability sample with a margin of error of 5% and a confidence level of 95%, resulting in the selection of 256 students. The results reveal whether there is an influence of the posts and advertisements made on Facebook during the electoral campaigns for the 2021 presidential elections. It was concluded as important data that there is no significant gap between the influence given in the students of both careers if not that a similar percentage is maintained despite the fact that they are careers that dedicate their study to two different areas, in times of electoral contest their participation in political issues evolves especially in social networks, where they are allowed to be followers, share advertisements and comment in these spaces according to the trend of the moment