Impact of Digital Social Networks on the Election of Assembly Members in Zamora Chinchipe Province, Ecuador, in 2025
DOI:
https://doi.org/10.55204/trc.v5i1.e471Keywords:
Ecuador, elecciones, opinión pública, comunicación política digitalAbstract
Digital social networks have a significant impact on people's behavior, which can influence voters who are also digital users during electoral processes. This research aimed to identify the social networks used by candidates for assembly members of the province of Zamora Chinchipe, and to know how they correlate with frequency of use and type of publications made to persuade voting intentions in the legislative elections of February 9, 2025. For this purpose, an analysis of the profiles of the 11 candidates in the social networks Facebook, TikTok, X and Instagram was carried out to know how the digital presence of the candidates for assembly members of this province is structured. The results revealed that the candidates with the highest voting intention are those who frequently use social networks, which highlights the importance of these social networks in the candidates' campaign strategies; therefore, it is inferred that the design of political campaign strategies focused on the interactive use of social networks allows taking advantage of the immediacy of the messages and the interaction between the candidate and the voters, especially the younger ones (18-25 years old), which allows covering an active campaign in niches of interest for the candidacies.
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