análisis del efecto del insight “larry, te amo” en el electorado santarroseño: alcance y percepción.

Abstract

This study examines the effect of the insight “Larry, te amo” on the electorate of Santa Rosa during the 2023 mayoral election period in the canton. The research evaluates the impact and perception of this tool, which was an integral part of the communication strategy used in the campaign of then-candidate Larry Vite. From a theoretical perspective, the study explores the concepts and types of insight, its limited application in political communication—particularly in the development of electoral campaigns—and theories related to electoral behaviour and the influence of emotions in strategies crafted within the fields of advertising and marketing. This provides a contextual framework for the implementation of insight as a relatively new strategy in the political arena. The methodology employed a mixed-methods approach, combining surveys administered to 374 voters of Larry Vite and interviews with experts in political communication and advertising. This approach offered a comprehensive view of the phenomenon under study, encompassing the emotions evoked, behaviours generated among the electorate, and the potential factors contributing to the success or failure of this insight. The findings reveal that the message helped differentiate and enhance recognition of the candidate within a broad segment of the population, although its emotional impact was moderate, and emotional connection was low or non-existent for most voters. Additionally, the candidate’s charisma and presence on social media significantly influenced the message’s effectiveness. Regarding the conclusions, the study highlights the effectiveness of insight as a complementary tool in designing and executing electoral campaign strategies. It emphasizes the importance of adapting such strategies to local contexts to maximize their impact. For future research, the study recommends exploring the use of insights in other electoral campaigns, developing specific metrics to measure their effectiveness, and evaluating their long-term impact across campaigns in diverse fields of study.