Digital marketing tactics used in the profile of a political candidate: The case of the Costa Rica 2022 elections

Digital marketing tactics used in the profile of a political candidate: The case of the Costa Rica 2022 elections

Autores/as

DOI:

https://doi.org/10.22458/rna.v14i2.4812

Palabras clave:

Digital, estrategias, marketing, tácticas, política

Resumen

El uso del mercadeo digital en el desarrollo de estrategias políticas es cada vez más común entre los diferentes candidatos políticos que optan a cargos públicos, ya que permiten conectar directamente con el votante. Sin embargo, la constante evolución de la era digital ha cambiado los patrones de conducta de los electores, por lo cual surge la pregunta de investigación que buscada identificar las tácticas utilizadas en el perfil del candidato presidencial del Partido Liberación Nacional (PLN) en la red social de Facebook, durante el mes de enero de 2022 y evidenciar si el uso de una estrategia de mercadeo digital político contribuyo con los resultados obtenidos. El enfoque fue cualitativo, por lo que se realizó una revisión de las publicaciones en Internet para identificar la estrategia utilizada y definir los perfiles que constituyen el público votante. El hallazgo más relevante fue que el partido no elaboró una estrategia digital acorde a la población meta, lo que se evidencia en la falta de contenido específico en Facebook, mínima interacción del candidato con la red social y falta de uso de herramientas de análisis de datos.

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Publicado

2023-12-13

Cómo citar

Silva-Atencio, G. (2023). Digital marketing tactics used in the profile of a political candidate: The case of the Costa Rica 2022 elections. Revista Nacional De Administración, 14(2), e4812. https://doi.org/10.22458/rna.v14i2.4812
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