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Political-electoral marketing and influencing factors in student representatives’ elections under a fuzzy logic approach

Abstract:

This study aimed to determine the causal factors, under uncertainty, related to the decisions taken by students in the University of Guayaquil as voters; at the time of electing a candidate as a student representative; similarly, how effective are electoral marketing strategies applied by parties and student groups for vote-catching. We proposed a methodology based on Fuzzy Logic techniques and cognitive maps to create causality models relying on expert criteria. Being these models useful for decision making, as well as analysis of hypothetical scenarios based on the underlying concept structures that have the most significant causal weight related to the effectiveness of electoral marketing strategies.