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Mobile Marketing as a Communication Strategy in Politics 2.0

Abstract:

This research titled Mobile Marketing as a communication strategy in poli-tics 2.0 aims to determine the impact of M-Marketing as a communication strategy in the transformation to a context of politics 2.0 in the province of Tungurahua, considering the great importance of marketing in political management and dissemination, which is why it is of great contribution to political parties who have identified the need to establish links with voters. An exploratory and experimental cross-sectional investigation has been developed, based on a sample of 385 students and teachers from the Faculty of Administrative Sciences of the Technical University of Ambato. As techniques for the collection of information, two surveys were applied, the first as an analysis for the development of an informative App within the 2.0 policy and the TAM Model that measures the acceptability of the App, for the validation of the instruments the statistic of Cronbach’s alpha with the reliability of 0.828. The verification of the hypothesis is carried out by Kolmogorov Smirnov, where it is confirmed that Mobile Marketing contributes as a communication strategy in the 2.0 policy. As a result of this research, there is good acceptability of the App by the general public, and the information, management, and navigation are adequate and user-friendly. In conclusion, it allows political parties to achieve a better position, since it gives way to active participation strategies and access to current information in real-time, creating proximity through bidirectional communication and interaction between politicians and citizens.