Marketing político para el análisis de las estrategias de campañas de los candidatos a alcalde en el cantón Jama.

Abstract

Currently, political marketing has undergone various changes and has constantly adapted to the needs and changes of users. The objective of this research was to analyze the impact of political marketing during campaign periods in the Canton of Jama. The methodology presented was descriptive with a quantitative approach, which contributed to the statistical analysis and interpretation of the object and field of study. A survey was applied as a research technique, consisting of a total of 10 closed questions using the Likert scale. This survey was administered to a total of 73 inhabitants of the Canton of Jama. To process the survey data, the statistical software SPSS v. 26 was used, with a reliability result of 0.859 in Cronbach's alpha. Among the most relevant results, it was found that well-structured political campaigns, which effectively highlight the use of digital tools, can provide a significant competitive advantage over other candidates. Adequate political campaigns not only inform but also mobilize voters, increasing the likelihood of electoral success. This study highlights the importance of political marketing in the digital age, where strategies on social media and other online platforms can have a decisive impact. Additionally, it was observed that the citizens of the Canton of Jama value transparency and direct interaction with candidates through these means, which reinforces trust and civic engagement.