Communication 2.0 in professional soccer in Ecuador

ABSTRACT

This research aimed to analyze the use of cybermarketing in the political campaign of Andrés Arauz during the 2021 presidential elections, in contrast to that of Lenín Moreno in 2017, to identify the change in strategies in the COVID-19 pandemic. A quantitative and qualitative methodology was proposed with an exploratory approach that allows the objective to be met. For the design, techniques such as interviews with experts in political communication and surveys of young centennials and millennials between 21 and 29 years old in various provinces of Ecuador were used. It is determined that the youth electorate is vulnerable to cybermarketing and neuromarketing, and that only certain ATL media such as radio and television, as well as other traditional activities, continued to be used in the two campaigns. Young people represent a relevant percentage in the electoral register. Cyberpolitics starts from cyberactivism and Ecuador does not have a political culture, but political marketing is advancing with referents such as Jaime Durán Barba, who has starred in some electoral victories. © 2022, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.