La influencia de las redes sociales en la segunda vuelta presidencial de Ecuador 2021 J. Manage. Hum. Resour. (January - June 2023) 1(1): 1-7 https://doi.org/10.5281/zenodo.14167034 ISSN: XXXX-XXXX ORIGINAL ARTICLE The influence of social media in the second round of the 2021 Ecuadorian presidential elections  Cesar E. Andraus ceandraus@sangregorio.edu.ec Universidad San Gregorio de Portoviejo, Ecuador. Received: 2 October 2022 / Accepted: 8 December 2022 / Published online: 18 January 2023 © The Author(s) 2023 Cesar E. Andraus · Orlando R. Lazo Rauny J. Limonta · John D. Daza Abstract This study analyzes the use of social media in po- litical communication during the second round of the 2021 Ecuadorian presidential elections, highlighting the increas- ing importance of these platforms in campaign strategies. The objective was to investigate how candidates Andrés Arauz and Guillermo Lasso utilized social media (Twitter, Instagram, TikTok, and YouTube) and assess their user in- teraction and response eﬀectiveness. The methodology em- ployed was a mixed descriptive approach based on a netno- graphic analysis, which allowed observation and comparison of the candidates’ activity from March 16 to April 8, 2021. The ﬁndings show that Arauz stood out on Twitter due to his high level of activity and interaction. At the same time, Las- so excelled on Instagram, TikTok, and YouTube, achieving higher engagement and views. Diﬀerences in user response suggest the importance of tailoring political communication strategies to the particular characteristics of each platform, demonstrating that not only the quantity but also the rele- vance of content is crucial for capturing attention and foster- ing audience engagement. The conclusions underscore the need to design eﬀective multichannel strategies that align with the habits and expectations of digital audiences, solid- ifying social media as an essential tool for mobilization and connecting with the electorate in the contemporary era. Keywords political communication, social media, netnography, electoral campaigns, digital strategies. Resumen El estudio analiza el uso de redes sociales en la comunicación política durante la segunda vuelta de las elecciones presidenciales de Ecuador 2021, enfocándose en las estrategias de campaña de Andrés Arauz y Guillermo Lasso. El objetivo fue examinar cómo emplearon Twitter, Instagram, TikTok y YouTube, evaluando su efectividad en términos de interacción y respuesta de los usuarios median- te un análisis netnográﬁco descriptivo realizado entre el 16 de marzo y el 8 de abril de 2021. Los resultados muestran que Arauz destacó en Twitter por su alta actividad e inte- racción, mientras que Lasso obtuvo mayor participación en Instagram, TikTok y YouTube. Esto evidencia la necesidad de adaptar las estrategias según las características de cada plataforma, resaltando que no solo la cantidad, sino también la relevancia del contenido, es crucial para generar engage- ment. En conclusión, el estudio subraya la importancia de diseñar estrategias multicanal efectivas que respondan a los hábitos y expectativas de las audiencias digitales. Las redes sociales se consolidan como herramientas esenciales para la movilización y conexión con el electorado en el contexto ac- tual. Palabras clave comunicación política, redes sociales, net- nografía, campañas electorales, estrategias digitales. How to cite Andraus, C. E., Lazo, O. R., Limonta, R. J., & Daza, J. D. (2023). The inﬂuence of social media in the second round of the 2021 Ecuadorian presidential elections. Journal of Management and Human Resources, 1(1), 1-7. https://doi.org/10.5281/zenodo.14167034

J. Manage. Hum. Resour. (January - June 2023) 1(1): 1-7 2 Introduction Technological progress and globalization have profound- ly transformed communication dynamics, with social media emerging as indispensable tools in political communication. Their growing popularity and accessibility have cemented their use in political strategies, providing an eﬀective chan- nel for interaction between politicians and citizens at all le- vels of society. According to Crespo et al. (2021), politics is inherently a communicative act, where communication is ever-present in any political activity: “whenever there is politics, there will —at least potentially— be communication” (p. 11). Tahan (2016) emphasizes that social media enables active user par- ticipation, sometimes surpassing the inﬂuence of mass me- dia, as it studies and responds to audience expectations. This capacity for interaction and inﬂuence has integrated social media as an essential tool during electoral processes (Mi- quel-Segarra et al., 2020). Tahan (2016) notes that social media platforms encourage active participation from netizens, even more so than tradi- tional media, by analyzing user behavior through their ex- pectations. Given these networks’ substantial inﬂuence, their use has been implemented within the political context, par- ticularly during electoral processes (Miquel-Segarra et al., 2020). The use of social media in politics allows candidates to capture the attention of apolitical individuals or those indi- ﬀerent to politics, increasing the likelihood of inﬂuencing their decisions. Previous research suggests that social media activity, such as direct interaction between candidates and voters, can positively impact voters’ perceptions (Kushin & Kitchener, 2009; Zhang et al., 2010). Social media has pro- ven advantageous in the electoral sphere due to lower costs than traditional media, broader message reach, and the ca- pacity to rapidly expand interaction among political actors (Dader & Cheng, 2011). The use of the Internet in political campaigns reached a signiﬁcant milestone in the United States during the 1990s (Maarek, 1995), with candidates’ ﬁrst websites appearing in 1996 and the Internet consolidating its role in the 2004 elec- tions (Gelpi, 2018). An iconic example was Barack Obama’s 2008 presidential campaign, where social media played a pi- votal role, leading to a victory showcasing these tools’ global impact on political communication (Owen, 2019). Wolton (1995) deﬁnes political communication as a pro- cess where politicians, media, and public opinion interact, exchanging political messages. Ochoa (1999) adds that this process can be carried out by both citizens and the gover- nment in individual or collective contexts. Gutiérrez-Rubí (2015) expands this deﬁnition by considering it a discipline encompassing actors, functions, discursive strategies, rheto- rical models, as well as the study of political institutions and new communication tools. In Ecuador, the use of social media in political communi- cation strategies has gained signiﬁcance in recent electoral processes. The democratization of the internet and the de- velopment of ICTs have enabled 80% of the population to access these platforms, with over 10 million internet users and 14 million social media users as of January 2021 (Kemp, 2021). This netnographic study aims to analyze the use of social media by the candidates in the second round of the 2021 Ecuadorian presidential elections, focusing on the political strategies deployed on their digital platforms as key com- ponents of their communication actions. This research un- derscores the importance of using social media in political campaigns, highlighting their inﬂuence on electoral outco- mes and providing a methodological framework for future studies in political communication. Methodology The research adopts a mixed descriptive approach, emplo- ying netnographic analysis to study the logic and behavior of virtual communities on the internet (Turpo, 2008). The social media accounts of the presidential candidates in the second round of the 2021 Ecuadorian elections were exami- ned. The observation period spanned from March 16 to April 8, 2021, covering the duration of the electoral campaign. The social media platforms analyzed were Instagram, Ti- kTok, YouTube, and Twitter. Variables measured included likes, dislikes, comments, views, and retweets, as outlined in Table 1. The observation focused on quantifying user in- teractions and conducting a comparative analysis of the most relevant content on both candidates’ accounts. Table 1. Observational variables for candidates’ social media Variable Social media Instagram TikTok Youtube Twitter Likes X X X X Dislikes - - X - Comments X X X X Views X - X - Retweets - - - X Results and discussion Use of social media in Ecuador Ecuador, a country with over 17 million inhabitants, has a population distribution in which 64% live in urban areas and 36% in rural zones. This demographic detail is important for contextualizing the use of social media in the country.

J. Manage. Hum. Resour. (January - June 2023) 1(1): 1-7 3 According to the latest digital report on Ecuador compi- led by Datareportal, there were approximately 14 million social media users in January 2021 (Kemp, 2021), represen- ting about 80% of the total population. However, it is wor- th noting that one user does not necessarily correspond to a unique individual, as a person may have multiple accounts across diﬀerent platforms, averaging up to eight accounts per person. Between 2020 and 2021, the number of social media users in Ecuador increased by 2 million, reﬂecting a 17% growth (Kemp, 2021). A key aspect of the report is that 98% of users access these platforms through mobile devices, underscoring the critical role of mobile technology in the country’s digital connectivity. Kemp (2021) report also provides speciﬁc data on adver- tising audiences across various platforms. On YouTube, the potential audience in Ecuador reaches 9.5 million users, re- presenting 59.6% of the population over 18 years old. The gender distribution shows 49.2% women and 50.8% men among platform users. Instagram’s potential advertising audience is 5.1 million, equivalent to 37.7% of the Ecuadorian population over 13 years old. Regarding gender distribution, 53.8% of Insta- gram users are women, while 46.2% are men. On the other hand, Twitter has a potential advertising au- dience of 1.15 million users, representing 8.5% of the popu- lation over 13 years old. The proportion of users is 38.9% women and 61.1% men, indicating a male-dominated pre- sence on this platform. These data highlight the signiﬁcant penetration and use of social media in Ecuador and the diﬀerences in potential audience and user composition across platforms—key ele- ments for understanding the country’s digital landscape and planning communication strategies. Political campaigns on social media The advent of digital channels has transformed traditio- nal political campaigns and become a central component of modern political marketing. Digital platforms have proven eﬀective mediums for interaction between candidates and voters, becoming indispensable tools in any political com- munication strategy. Today, active participation in social me- dia is almost essential for political involvement (Conexión ESAN, 2020). López & Cabrera (2014), in their study on political cam- paigns through social media, highlight the crucial role ICTs play in fostering more participatory and interactive commu- nication. These technological resources aim to inform and facilitate opinion exchange through various tools such as forums, blogs, and social media. This interaction enhances citizen participation and engagement, creating a more dyna- mic and bidirectional environment. Regarding campaign content on social media, Conexión ESAN (2020) emphasizes that posts should form the back- bone of a digital marketing strategy. It also notes that content should be based on prior competitor analysis and tailored to meet the following recommendations: Use modern formats: Social media formats diﬀer from those in other digital media. Social media teams must leve- rage creativity to deliver messages that are easy to consume and capture public attention. Concise messaging and visual focus: In an era of infor- mation overload and limited attention spans, it is crucial to oﬀer citizens mental shortcuts. Key elements, such as catchy headlines and appealing visuals, can help shift the audience from superﬁcial attention to deep engagement. This is one of the most signiﬁcant challenges in modern political cam- paigns. Adapt content to each platform: Each social network has its own style and unique audience, making it important to avoid posting identical content across all platforms. Diﬀerent strategies and content must be tailored for Twitter, Facebook, Instagram, and other networks to align with user proﬁles. Engage in forums and communities: Participation in the- se spaces allows candidates to generate discussions, foster debates, and respond to questions related to their campaigns and other topics of public interest. This interaction increases candidates’ visibility and strengthens their connection with voters by directly addressing their concerns. These strategies underscore the need for candidates and their campaign teams to understand the nuances of each so- cial media platform and use them strategically to maximize reach and impact. The emphasis on creating relevant and distinct content and active engagement has become a cor- nerstone for successful political campaigns in today’s digital environment. Netnography Classical ethnography has historically been an essential tool in anthropology for observing and closely understan- ding communities, their behaviors, and their environments. However, technological changes and the evolution of com- munication channels have created new contexts that require approaches adapted to digital environments. Modern politi- cal communication, driven by the internet, exempliﬁes how traditional media have made room for digital platforms and social networks. Today, a signiﬁcant portion of globally consumed content comes from virtual communities that wield substantial media power in cyberspace. In this context, adapting ethnography to contemporary needs has led to the development of netno- graphy. This qualitative and interpretative methodology, spe-

J. Manage. Hum. Resour. (January - June 2023) 1(1): 1-7 4 ciﬁcally designed for researching consumer behavior within internet communities and cultures, allows for analyzing so- cial interactions and dynamics on these platforms. As Turpo (2008) states, netnography is a “qualitative and interpretative method speciﬁcally designed to investigate consumer beha- vior in internet communities and cultures” (p. 85). Previous studies have demonstrated the utility of netno- graphy in exploring and understanding the particularities of virtual communities (Catterall & MacLaran, 2002; Langer & Beckmann, 2005; Kozinets, 2006; Sandlin, 2007; Rokka, 2010; Xun & Reynolds, 2010). This technique has become an eﬀective method for online data collection and for analyzing user behavior from both individual and community perspec- tives (Kozinets, 1997, 2001, 2002; Kozinets & Handelman, 1998; Giesler, 2006; Rokka & Moisander, 2009). Further- more, studies have focused on the character and identity of digital communities (Muñiz & O’Guinn, 2001; Brown et al., 2003; Muñiz & Schau, 2005; de Valck et al., 2009). Context of the 2021 Ecuadorian presidential elections The presidential and vice-presidential elections in Ecua- dor for the 2021-2025 term were held on February 7, 2021. This electoral process was notable for the diversity of poli- tical forces and candidates representing various ideological currents. The “Unión por la esperanza” (UNES) coalition, represented by Andrés Arauz and Carlos Rabascall, secured ﬁrst place with 32.72% of the vote. The second place was taken by the alliance CREO 21 – PSC 6, represented by Gui- llermo Lasso and Alfredo Borrero, with 19.74% of the vote. The third position was closely contested by the Pachakutik Plurinational Unity Movement, whose candidates Yaku Pé- rez and Virma Cedeño garnered 19.32% of the votes, just shy of Lasso and Borrero’s tally. This narrow margin reﬂected a competitive race that captured the attention of both the elec- torate and political analysts. Xavier Hervas and María Sara Jijón from the Democratic Left party came in fourth with 15.68% of the vote, demonstrating signiﬁcant support from an important population sector. After the ﬁrst round, Andrés Arauz and Guillermo Las- so advanced to the second round, which was scheduled for April 11, 2021. This runoﬀ would determine Ecuador’s pre- sidency and vice presidency for the next four years amid signiﬁcant polarization and an increasing reliance on social media as strategic tools for political communication and vo- ter mobilization. Findings from the applied instruments This section presents the results of the netnographic obser- vation conducted on the social media accounts of the presi- dential candidates for the second round of the 2021 Ecuado- rian elections: Instagram, TikTok, YouTube, and Twitter. The observation was carried out during the campaign period from March 16 to April 8, 2021. Table 2 summarizes the main va- riables analyzed in this study. The netnographic analysis of Guillermo Lasso and Andrés Arauz’s social media activity during the second round of the 2021 elections reveals diﬀerentiated usa- Table 2. Summary of variables measured during the second round campaign period Social media Variables Guillermo Lasso Andrés Arauz Total Twitter Tweets 67 221 288 Likes 173704 479203 652.907 Retweets 46432 232127 278.559 Comments 15898 62203 78.101 Instagram Post 127 114 241 Likes 1207149 422806 1.629.955 Comments 57053 23769 80.822 Views 745788 90065 835.853 TikTok Post 23 25 48 Likes 3193400 805443 3.998.843 Comments 109259 58342 167.601 Youtube Videos 43 97 140 Views 12.366.043 4.527.637 16.893.680 Likes 7.239 8.424 15.663 Dislikes 966 752 1.718 Comments 1.800 2.674 4.474

J. Manage. Hum. Resour. (January - June 2023) 1(1): 1-7 5 ge patterns and their ability to mobilize audiences on various platforms. This study highlights how user in- teraction and response vary signiﬁcantly across Twit- ter, Instagram, TikTok, and YouTube, emphasizing the Twitter: Data shows Andrés Arauz was signiﬁcantly more active than Guillermo Lasso, posting 221 tweets compared to Lasso’s 67. Arauz also garnered more likes, retweets, and comments, suggesting greater dynamism on this platform. This ﬁnding aligns with previous studies highlighting Twit- ter’s capacity to facilitate real-time political discussions and promote engagement (Miquel-Segarra et al., 2020). Arauz’s strategy on Twitter appeared to boost his visibility and online presence, which are key factors for generating impact and maintaining voter attention. Instagram: Guillermo Lasso outperformed Arauz in most observed metrics, including likes, comments, and content views. With 13 more posts and a diﬀerence of 784,343 li- kes, Lasso demonstrated better performance on this visually driven platform. This can be attributed to a strategy focused on compelling images and visual messages resonating with his audience. This observation supports the notion that Insta- gram is a platform where visual quality and storytelling are critical for capturing attention and encouraging interaction (Owen, 2019). TikTok: This platform exhibited an interesting dynamic; both candidates made similar posts, but Lasso received sig- niﬁcantly more engagement from his followers. Data shows that Lasso accumulated 2,387,957 more likes and 50,917 more comments than Arauz. This suggests that Lasso’s con- tent strategy on TikTok was more eﬀective in captivating a young and active audience. TikTok’s appeal in political campaigns lies in its short, viral video format, which fosters emotional and spontaneous connections with users (Sandlin, 2007). YouTube: Although Andrés Arauz produced more content, with 97 videos compared to Lasso’s 43, Lasso had a subs- tantial lead in total views, with over 12 million compared to Arauz’s 4.5 million. This disparity implies that content qua- lity and perceived relevance may outweigh sheer quantity. Additionally, Lasso received 214 more dislikes than Arauz, reﬂecting a level of polarization in the perception of his con- tent, which could be interpreted as an indicator of controver- sy and interest generated. These results suggest that social media serves as a disse- mination platform and an interactive space where a candida- te’s perception can be inﬂuenced by their strategic approach and the nature of each social network. Arauz’s dominance on Twitter contrasts with Lasso’s stronger performance on Instagram, TikTok, and YouTube, underlining the need for a multichannel strategy tailored to each platform’s distinct characteristics. This study contributes to understanding the role of social media in modern political communication and provides a methodological basis for future research exploring how digi- tal interaction can inﬂuence election outcomes. The ﬁndings reinforce the notion that a well-structured strategy, which considers the speciﬁc attributes of each social network, is essential for maximizing the impact of political communica- tion and strengthening connections with the electorate. Conclusions The netnographic analysis of the presidential candidates’ social media usage during the second round of the 2021 Ecuadorian elections underscores the importance of tailoring political communication strategies to the unique characteris- tics of each platform. The results show that while Andrés Arauz achieved more signiﬁcant interaction on Twitter, Gui- llermo Lasso excelled on Instagram, TikTok, and YouTube, demonstrating a more eﬀective use of these networks to capture audience attention and participation. 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Social Science Computer Review, 28(1), 75-92. https:// doi.org/10.1177/0894439309335162 Conﬂicts of interest The authors declare that they have no conﬂicts of interest. Author contributions Conceptualization: Andraus, C. E., Lazo, O. R., Limonta,

J. Manage. Hum. Resour. (January - June 2023) 1(1): 1-7 7 R. J., & Daza, J. D. Data curation: Andraus, C. E., Lazo, O. R., Limonta, R. J., & Daza, J. D. Formal analysis: Andraus, C. E., & Lazo, O. R., Research: Andraus, C. E., Lazo, O. R., Limonta, R. J. & Daza, J. D. Methodology: Andraus, C. E., Lazo, O. R., Limonta, R. J., & Daza, J. D. Supervision: Limonta, R. J. ,& Daza, J. D. Validation: Andraus, C. E., Lazo, O. R., & Limonta, R. J. Visualization: Andraus, C. E., Lazo, O. R., Limonta, R. J., & Daza, J. D. Writing the ori- ginal draft: Andraus, C. E., & Lazo, O. R. Writing, review and editing: Andraus, C. E., Lazo, O. R., Limonta, R. J., & Daza, J. D. Data availability statement The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request. Statement on the use of AI The authors acknowledge the use of generative AI and AI-assisted technologies to improve the readability and cla- rity of the article. Disclaimer/Editor’s note The statements, opinions, and data contained in all publi- cations are solely those of the individual authors and contri- butors and not of Journal of Management and Human Ro- sources. Journal of Management and Human Rosources and/or the editors disclaim any responsibility for any injury to people or property resulting from any ideas, methods, instructions, or products mentioned in the content.