Construcción de la reputación online de Sebastián Piñera durante el periodo 2019-2021 en la plataforma de Microblogging Twitter

Abstract

The following research analyzes the online reputation of the President of Chile, Sebastián Piñera, through the published opinion on the microblogging platform Twitter during the 2019-2021 period. This study is exploratory, non-experimental, with a descriptive scope and a mixed approach. Digital content extraction techniques were applied, specifically from API Twitter tool, to start from an inductive inmersión in the data to elaborate a categorization and later a textual analysis of the tweets. A total of 24305 tweets were collected with the hashtag #Piñeraasesino and a sample of 8089 tweets were used for this research. The results showed that there is a negative perception of Twitter users, who used the hashtag #Piñeraasesino, about the President of Chile, Sebastián Piñera. In addition, these results demonstrated the influence that image, management and leadership of a political leader has on the final result of their online reputation. KEYWORDS: REPUTATION, POLITICAL COMMUNICATION, TWITTER, POLITICAL LEADERSHIP, IMAGE, CHILE.