El papel mediador de la comunicación viral en el efecto del marketing político sobre el consentimiento político: un estudio transversal
DOI:
https://doi.org/10.17162/au.v14i1.1481Palabras clave:
Marketing político, Comunicación viral, Consentimiento político, Generación Z, Comportamiento de los votantes.Resumen
La comunicación política es uno de los ámbitos importantes afectados por los avances tecnológicos en la actualidad. De hecho, se observa que los partidos políticos utilizan habitualmente el marketing viral, un tipo de marketing boca a boca, en sus campañas realizadas en el ámbito del marketing político. Este estudio pretende investigar el impacto del marketing político tanto en la comunicación viral como en el consentimiento político. Además, pretende analizar la relación entre la comunicación viral y el consentimiento político para determinar si existe una influencia notable. La Generación Z constituye el universo de la investigación de este estudio. En el contexto de este estudio, se llevó a cabo un examen de los datos recogidos de 511 participantes a través de la investigación en línea para explorar y analizar las interconexiones entre diversas variables. Se emplearon estadísticas descriptivas, análisis factorial confirmatorio y modelos de ecuaciones estructurales (SEM), utilizando programas de paquetes estadísticos para el análisis de datos. Los resultados revelaron que no existía un impacto estadísticamente significativo del marketing político tanto en la comunicación viral como en el consentimiento político. Por el contrario, se estableció que existe una influencia estadísticamente significativa y extremadamente fuerte de la comunicación viral sobre el consentimiento político. Sobre la base de estos resultados, puede afirmarse que las actividades de comunicación viral pueden contribuir significativamente a la aplicación de estrategias de marketing.Descargas
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