MARKETING POLÍTICO DE LAS REDES SOCIALES EN LAS CAMPAÑAS ELECTORALES DE RAFAEL CORREA 2009 Y 2013

Abstract

Political marketing strategies and the incidence of social networks today play an essential role in the life and permanence of a political personage, this could well influence the success to communicate a message to the voters in the electoral campaigns. Today, more and more political parties and their candidates know and emphasize the importance of the correct management of applications such as Facebook, Instagram, Twitter, Youtube, among others, to achieve goals and objectives established during the electoral contest. In the case of Rafael Correa, the majority of analysts and specialists highlight him as a figure of great influence in social networks, mainly in the electoral campaigns of 2009 and 2013, since while he used the networks to spread his ideas, his opponents had no virtual presence or strategies. This study seeks to analyze the incidence of social networks and publicity pieces used by Alianza País in favor of Rafael Correa as candidate for the Presidency of the Republic during the campaigns mentioned above, through the analysis of primary, secondary, interviews and surveys for define key strategies and voter perceptions. The results of the research show the importance of political communication, digital marketing and constant market research during electoral contests; so it was concluded that one of the keys to Rafael Correa's success as a candidate in the 2009 and 2013 election campaigns was his way of communicating the message in all media: traditional and digital. Keywords: Social Networks, Rafael Correa, Political Marketing, Communication, Country Alliance, Electoral Campaign, Digital Marketing.