Comportamiento electoral e influencia de las redes sociales: twitter un espacio de construcción de la imagen política: Caso de estudio: Yaku Pérez

Abstract

This research seeks to analyze the construction of political leadership of the presidential candidate Yaku Pérez through the social network Twitter during his electoral campaign in 2021. Although there is an extensive bibliography on leadership, politics and campaigns; this research seeks to identify how this specific candidate in Ecuador builds his image. To carry out this work, a quantitative approach was used, through data extraction with tools such as Sysomos and Python, where all the most used tweets and hashtags within their electoral campaign were analyzed. The time of the investigation is cross-sectional, of a non-experimental type and with a descriptive scope. The results showed that Yaku, within the Twitter platform, was able to connect, generate messages of great impact, and achieve great acceptance among his audience, allowing him to be the 3rd force in the elections.