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QR Codes as a Strategy in Political Marketing 2.0

Abstract:

QR codes as a strategy in political marketing 2.0 is becoming more noticeable its impact on digital communication; it has become more entered to the different uses that can be given to this technology, projecting in the use of innovative strategies within the political 2.0. The purpose of this research is to determine the acceptance of QR codes as a strategy in political marketing 2.0 through the acceptability survey, these questions were developed in the political 2.0 context related to digital media focused on QR codes. The methodology applied in this research is of exploratory and experimental type, in this research the quantitative approach was applied through a survey of the Evaluation Model of Communication 2.0, which develops a qualitative analysis, in the same way the emotions that were transmitted in the campaigns directed to the voting population of the Technical University of Ambato were analyzed and quantified somatically. Within the results it is evident that political communication in social networks is not strategic, there is an excess of information that saturates the social network and lacks content of value to the citizen. Finally, it is concluded that political communication 2.0 is incipient in Ecuador, Facebook is used as a traditional communication channel, with rhetorical content, uninteresting, but loaded with positive emotionality to try to connect with the electorate, therefore the creation of QR codes as a new strategy is one of the most successful ways in political campaign.