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

Lorenzo Cevallos-Torres; Miguel Botto-Tobar; Jessica Yepez-Holguín; Jenny Ortiz-Zambrano; Nelly Valencia-Martínez

doi:10.1007/978-3-030-12018-4_10

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

Lorenzo Cevallos-Torres, Miguel Botto-Tobar, Jessica Yepez-Holguín, Jenny Ortiz-Zambrano, Nelly Valencia-Martínez

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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.

Original language	English
Title of host publication	Computer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings
Editors	Wendy Yánez-Pazmiño, Julio Barzola-Monteses, Eduardo Santos-Baquerizo, Miguel Botto-Tobar, Mayken Espinoza-Andaluz
Publisher	Springer
Pages	124-138
Number of pages	15
ISBN (Print)	9783030120177
DOIs	https://doi.org/10.1007/978-3-030-12018-4_10
Publication status	Published - 1 Jan 2019
Event	1st International Conference on Computer and Communication Engineering, (ICCCE 2018) - Guayaquil, Ecuador Duration: 25 Oct 2018 → 27 Oct 2018 http://186.178.5.80/congresos/congreso1/i3ce18/index.php

Publication series

Name	Communications in Computer and Information Science
Volume	959
ISSN (Print)	1865-0929

Conference

Conference	1st International Conference on Computer and Communication Engineering, (ICCCE 2018)
Abbreviated title	ICCCE2018
Country/Territory	Ecuador
City	Guayaquil
Period	25/10/18 → 27/10/18
Internet address	http://186.178.5.80/congresos/congreso1/i3ce18/index.php

Keywords

Decision making
Fuzzy cognitive maps
Fuzzy logic
Marketing strategy
Political marketing
Scenario analyses

Access to Document

10.1007/978-3-030-12018-4_10

Cite this

Cevallos-Torres, L., Botto-Tobar, M., Yepez-Holguín, J., Ortiz-Zambrano, J., & Valencia-Martínez, N. (2019). Political-electoral marketing and influencing factors in student representatives’ elections under a fuzzy logic approach. In W. Yánez-Pazmiño, J. Barzola-Monteses, E. Santos-Baquerizo, M. Botto-Tobar, & M. Espinoza-Andaluz (Eds.), Computer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings (pp. 124-138). (Communications in Computer and Information Science; Vol. 959). Springer. https://doi.org/10.1007/978-3-030-12018-4_10

Cevallos-Torres, Lorenzo ; Botto-Tobar, Miguel ; Yepez-Holguín, Jessica et al. / Political-electoral marketing and influencing factors in student representatives’ elections under a fuzzy logic approach. Computer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings. editor / Wendy Yánez-Pazmiño ; Julio Barzola-Monteses ; Eduardo Santos-Baquerizo ; Miguel Botto-Tobar ; Mayken Espinoza-Andaluz. Springer, 2019. pp. 124-138 (Communications in Computer and Information Science).

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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.",

keywords = "Decision making, Fuzzy cognitive maps, Fuzzy logic, Marketing strategy, Political marketing, Scenario analyses",

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booktitle = "Computer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings",

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Cevallos-Torres, L, Botto-Tobar, M, Yepez-Holguín, J, Ortiz-Zambrano, J & Valencia-Martínez, N 2019, Political-electoral marketing and influencing factors in student representatives’ elections under a fuzzy logic approach. in W Yánez-Pazmiño, J Barzola-Monteses, E Santos-Baquerizo, M Botto-Tobar & M Espinoza-Andaluz (eds), Computer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings. Communications in Computer and Information Science, vol. 959, Springer, pp. 124-138, 1st International Conference on Computer and Communication Engineering, (ICCCE 2018), Guayaquil, Ecuador, 25/10/18. https://doi.org/10.1007/978-3-030-12018-4_10

Political-electoral marketing and influencing factors in student representatives’ elections under a fuzzy logic approach. / Cevallos-Torres, Lorenzo; Botto-Tobar, Miguel; Yepez-Holguín, Jessica et al.
Computer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings. ed. / Wendy Yánez-Pazmiño; Julio Barzola-Monteses; Eduardo Santos-Baquerizo; Miguel Botto-Tobar; Mayken Espinoza-Andaluz. Springer, 2019. p. 124-138 (Communications in Computer and Information Science; Vol. 959).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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AB - 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.

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Cevallos-Torres L, Botto-Tobar M, Yepez-Holguín J, Ortiz-Zambrano J, Valencia-Martínez N. Political-electoral marketing and influencing factors in student representatives’ elections under a fuzzy logic approach. In Yánez-Pazmiño W, Barzola-Monteses J, Santos-Baquerizo E, Botto-Tobar M, Espinoza-Andaluz M, editors, Computer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings. Springer. 2019. p. 124-138. (Communications in Computer and Information Science). doi: 10.1007/978-3-030-12018-4_10

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

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