Analizar las estrategias de marketing político para el empoderamiento de la gestión pública del GAD Manta.

Abstract

The present research aims to determine how political marketing strategies affect the empowerment of public management of GAD Manta, the methodology applied is descriptive, exploratory and bibliographical, with a nonexperimental design- cross-sectional, in addition to a mixed quality-quantitative survey where information was collected through a structured Likert-scale survey and with an interview with the GAD’s communication director, As a result, the current administration has implemented political marketing strategies through different traditional and digital media to empower citizens. The validation of the instrument resulted in a Crombach Alpha of 0.856 and using the Rho Spearman statistic it was possible to evaluate the hypotheses where the variables and dimensions had a correlation of 0,783 in the general case concluding that the correlation of it is good.