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 proceedingConference contributionAcademicpeer-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 languageEnglish
Title of host publicationComputer and Communication Engineering - 1st International Conference, ICCCE 2018, Proceedings
EditorsWendy Yánez-Pazmiño, Julio Barzola-Monteses, Eduardo Santos-Baquerizo, Miguel Botto-Tobar, Mayken Espinoza-Andaluz
PublisherSpringer
Pages124-138
Number of pages15
ISBN (Print)9783030120177
DOIs
Publication statusPublished - 1 Jan 2019
Event1st International Conference on Computer and Communication Engineering, (ICCCE 2018) - Guayaquil, Ecuador
Duration: 25 Oct 201827 Oct 2018
http://186.178.5.80/congresos/congreso1/i3ce18/index.php

Publication series

NameCommunications in Computer and Information Science
Volume959
ISSN (Print)1865-0929

Conference

Conference1st International Conference on Computer and Communication Engineering, (ICCCE 2018)
Abbreviated titleICCCE2018
CountryEcuador
CityGuayaquil
Period25/10/1827/10/18
Internet address

Keywords

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

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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 (pp. 124-138). (Communications in Computer and Information Science; Vol. 959). Springer. https://doi.org/10.1007/978-3-030-12018-4_10