Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador
This research sought to determine what parameters of social value should be met by potential presidential candidates through an analysis of political marketing. Qualitative and quantitative approaches were used, at a descriptive, observational and prospective level, with a non-experimental cross-se...
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| Format: | Article |
| Language: | Spanish |
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Knowledge E
2021-08-01
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| Series: | ESPOCH Congresses |
| Online Access: | https://knepublishing.com/index.php/espoch/article/view/9609 |
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| author | L. Vallejo M. Torreso C. Buenaño C. Buenaño |
| author_facet | L. Vallejo M. Torreso C. Buenaño C. Buenaño |
| author_sort | L. Vallejo |
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This research sought to determine what parameters of social value should be met by potential presidential candidates through an analysis of political marketing. Qualitative and quantitative approaches were used, at a descriptive, observational and prospective level, with a non-experimental cross-sectional design. Inductive, deductive, analytical, synthetic and semantic methods were used in documentary review and preparation of the conclusions. The objective was to determine the parameters of social value used by voters to evaluate the acceptance / rejection of six possible candidates. The investigation was limited to the province of Chimborazo, Sierra region, after the events of October 2019. The seven social value parameters established by policy experts were: credibility, political background, honesty, professional training, leadership, charisma and tolerance. The results showed a preference in the Chimborazo province for the left-wing political parties and candidates. We conclude that the chimboracenses voters comparatively determined their perception of acceptance / rejection of candidates visible after the national strike in October 2019 using seven predetermined parameters.
Keywords: concepts of value, pre-candidates, political marketing, candidate, political parties.
Resumen
La investigación buscó determinar que parámetros de medición del concepto valor social debería cumplir los posibles precandidatos presidenciales mediante un análisis de Marketing Político, la investigación de enfoque cualitativo y cuantitativo, de nivel descriptivo, observacional y prospectivo, de diseño transversal no experimental, se aplicó los métodos: inductivo, deductivo, analítico, sintético y semántico en la revisión documental y elaboración de las conclusiones. El objetivo de la investigación fue determinar los parámetros de medición del concepto valor social para evaluar la aceptación/rechazo de los electores en seis posibles precandidatos, la investigación muestra limitación en la provincia de Chimborazo, región sierra, luego de los hechos sucedidos el pasado octubre-2019. Los parámetros identificados en el concepto valor social fueron establecidos por expertos en política definiéndose siete: credibilidad, antecedentes políticos, honradez, formación profesional, liderazgo, carisma y tolerancia. Los resultados avizoran un buen posicionamiento en la provincia de Chimborazo hacia los candidatos y partidos políticos de izquierda. Se concluye que, los electores chimboracenses en forma comparativa determinaron su percepción de aceptación/rechazo en 7 parámetros descritos en los precandidatos que se visibilizaron después del Paro Nacional de octubre 2019.
Palabras clave: conceptos de valor, pre-candidatos, marketing político, candidato, partidos políticos.
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| format | Article |
| id | doaj-art-ddcf442d4f494a4ca00b2d4c679c7b16 |
| institution | Kabale University |
| issn | 2789-5009 |
| language | Spanish |
| publishDate | 2021-08-01 |
| publisher | Knowledge E |
| record_format | Article |
| series | ESPOCH Congresses |
| spelling | doaj-art-ddcf442d4f494a4ca00b2d4c679c7b162025-01-10T08:41:31ZspaKnowledge EESPOCH Congresses2789-50092021-08-011110.18502/espoch.v1i1.9609Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, EcuadorL. Vallejo0M. Torreso1C. Buenaño2C. Buenaño3Facultad de Administración de Empresas, Escuela Superior Politécnica de Chimborazo, Riobamba, EcuadorUniversidad Estatal Amazónica, Puyo, EcuadorFacultad de Administración de Empresas, Escuela Superior Politécnica de Chimborazo, Riobamba, EcuadorFacultad de Administración de Empresas, Escuela Superior Politécnica de Chimborazo, Riobamba, Ecuador This research sought to determine what parameters of social value should be met by potential presidential candidates through an analysis of political marketing. Qualitative and quantitative approaches were used, at a descriptive, observational and prospective level, with a non-experimental cross-sectional design. Inductive, deductive, analytical, synthetic and semantic methods were used in documentary review and preparation of the conclusions. The objective was to determine the parameters of social value used by voters to evaluate the acceptance / rejection of six possible candidates. The investigation was limited to the province of Chimborazo, Sierra region, after the events of October 2019. The seven social value parameters established by policy experts were: credibility, political background, honesty, professional training, leadership, charisma and tolerance. The results showed a preference in the Chimborazo province for the left-wing political parties and candidates. We conclude that the chimboracenses voters comparatively determined their perception of acceptance / rejection of candidates visible after the national strike in October 2019 using seven predetermined parameters. Keywords: concepts of value, pre-candidates, political marketing, candidate, political parties. Resumen La investigación buscó determinar que parámetros de medición del concepto valor social debería cumplir los posibles precandidatos presidenciales mediante un análisis de Marketing Político, la investigación de enfoque cualitativo y cuantitativo, de nivel descriptivo, observacional y prospectivo, de diseño transversal no experimental, se aplicó los métodos: inductivo, deductivo, analítico, sintético y semántico en la revisión documental y elaboración de las conclusiones. El objetivo de la investigación fue determinar los parámetros de medición del concepto valor social para evaluar la aceptación/rechazo de los electores en seis posibles precandidatos, la investigación muestra limitación en la provincia de Chimborazo, región sierra, luego de los hechos sucedidos el pasado octubre-2019. Los parámetros identificados en el concepto valor social fueron establecidos por expertos en política definiéndose siete: credibilidad, antecedentes políticos, honradez, formación profesional, liderazgo, carisma y tolerancia. Los resultados avizoran un buen posicionamiento en la provincia de Chimborazo hacia los candidatos y partidos políticos de izquierda. Se concluye que, los electores chimboracenses en forma comparativa determinaron su percepción de aceptación/rechazo en 7 parámetros descritos en los precandidatos que se visibilizaron después del Paro Nacional de octubre 2019. Palabras clave: conceptos de valor, pre-candidatos, marketing político, candidato, partidos políticos. https://knepublishing.com/index.php/espoch/article/view/9609 |
| spellingShingle | L. Vallejo M. Torreso C. Buenaño C. Buenaño Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador ESPOCH Congresses |
| title | Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador |
| title_full | Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador |
| title_fullStr | Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador |
| title_full_unstemmed | Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador |
| title_short | Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador |
| title_sort | political marketing measurement parameters of the concept of social value in possible presidential pre candidates elections 2021 chimborazo ecuador |
| url | https://knepublishing.com/index.php/espoch/article/view/9609 |
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