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Construcción de la reputación online de Sebastián Piñera durante el periodo 2019-2021 en la plataforma de Microblogging Twitter

Abstract:

The following research analyzes the online reputation of the President of Chile, Sebastián Piñera, through the published opinion on the microblogging platform Twitter during the 2019-2021 period. This study is exploratory, non-experimental, with a descriptive scope and a mixed approach. Digital content extraction techniques were applied, specifically from API Twitter tool, to start from an inductive inmersión in the data to elaborate a categorization and later a textual analysis of the tweets. A total of 24305 tweets were collected with the hashtag #Piñeraasesino and a sample of 8089 tweets were used for this research. The results showed that there is a negative perception of Twitter users, who used the hashtag #Piñeraasesino, about the President of Chile, Sebastián Piñera. In addition, these results demonstrated the influence that image, management and leadership of a political leader has on the final result of their online reputation. KEYWORDS: REPUTATION, POLITICAL COMMUNICATION, TWITTER, POLITICAL LEADERSHIP, IMAGE, CHILE.