The influence of social media in the second round of the 2021 Ecuadorian presidential elections
DOI:
https://doi.org/10.5281/zenodo.14167034Keywords:
political communication, social media, netnography, electoral campaigns, digital strategiesAbstract
This study analyzes the use of social media in political communication during the second round of the 2021 Ecuadorian presidential elections, highlighting the increasing 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 interaction and response effectiveness. The methodology employed was a mixed descriptive approach based on a netnographic 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, Lasso 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 relevance of content is crucial for capturing attention and fostering audience engagement. The conclusions underscore the need to design effective multichannel strategies that align with the habits and expectations of digital audiences, solidifying social media as an essential tool for mobilization and connecting with the electorate in the contemporary era.
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The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request.
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Copyright (c) 2025 Cesar E. Andraus, Orlando R. Lazo, Rauny J. Limonta, John D. Daza (Autor/a)
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