<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2739-0063</journal-id>
<journal-title><![CDATA[Revista InveCom]]></journal-title>
<abbrev-journal-title><![CDATA[Revista InveCom]]></abbrev-journal-title>
<issn>2739-0063</issn>
<publisher>
<publisher-name><![CDATA[Asociación Investigadores Venezolanos de la Comunicación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2739-00632025000300136</article-id>
<article-id pub-id-type="doi">10.5281/zenodo.14268046</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de las estrategias de comunicación política en la era digital: impactando la fidelización del electorado]]></article-title>
<article-title xml:lang="en"><![CDATA[Analysis of political communication strategies in the digital age: impacting voter loyalty]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mena Farfán]]></surname>
<given-names><![CDATA[Karl Vladimir]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[La Rosa Feijoo]]></surname>
<given-names><![CDATA[Oscar Calixto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arroyo Coico]]></surname>
<given-names><![CDATA[Ruperto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mejía Benavides]]></surname>
<given-names><![CDATA[Aníbal]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de Tumbes  ]]></institution>
<addr-line><![CDATA[Tumbes ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Tumbes  ]]></institution>
<addr-line><![CDATA[Tumbes ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Nacional de Tumbes  ]]></institution>
<addr-line><![CDATA[Tumbes ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Nacional de Tumbes  ]]></institution>
<addr-line><![CDATA[Tumbes ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2025</year>
</pub-date>
<volume>5</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S2739-00632025000300136&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S2739-00632025000300136&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S2739-00632025000300136&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este estudio analiza las estrategias de comunicación política digital y su efecto en la fidelidad de los votantes en Lambayeque, Perú. Se utilizó un enfoque cualitativo hermenéutico a través de entrevistas semiestructuradas con tres candidatos al Congreso de 2021 y sus respectivas campañas. Además, se examinaron los materiales promocionales en redes sociales para identificar y describir mensajes personalizados y estrategias de segmentación de votantes. El análisis de datos se realizó utilizando el software Atlas.Ti, que es capaz de codificar el habla e identificar patrones clave de interacciones digitales con los votantes. Los hallazgos muestran que, en un entorno político saturado de información y opiniones polarizadas, elementos tradicionales como la experiencia, la seguridad y la popularidad combinados con estrategias modernas de personalización y segmentación digital son necesarios para generar confianza y lealtad. Se enfatiza la importancia de parecer duro y emocionalmente cercano para proyectar una imagen política fuerte y mantener leales a los votantes. Este enfoque es particularmente importante en países como Perú, donde las instituciones políticas son frágiles y la desconfianza entre los ciudadanos es alta.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This study analyzes digital political communication strategies and their effect on voter loyalty in Lambayeque, Peru. A qualitative hermeneutic approach was used through semi-structured interviews with three 2021 Congressional candidates and their respective campaigns. Additionally, promotional materials on social media were examined to identify and describe personalized messages and voter segmentation strategies. Data analysis was performed using Atlas.Ti software, which is capable of coding speech and identifying key patterns of digital interactions with voters. The findings show that, in a political environment saturated with polarized information and opinions, traditional elements such as experience, security, and popularity combined with modern personalization and digital segmentation strategies are necessary to generate trust and loyalty. The importance of appearing tough and emotionally approachable to project a strong political image and keep voters loyal is emphasized. This approach is particularly important in countries such as Peru, where political institutions are fragile and distrust among citizens is high.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comunicación política]]></kwd>
<kwd lng="es"><![CDATA[fidelización del electorado]]></kwd>
<kwd lng="es"><![CDATA[estrategias de campaña]]></kwd>
<kwd lng="es"><![CDATA[segmentación del electorado]]></kwd>
<kwd lng="es"><![CDATA[digitalización política]]></kwd>
<kwd lng="en"><![CDATA[political communication]]></kwd>
<kwd lng="en"><![CDATA[voter loyalty]]></kwd>
<kwd lng="en"><![CDATA[campaign strategies]]></kwd>
<kwd lng="en"><![CDATA[voter segmentation]]></kwd>
<kwd lng="en"><![CDATA[political digitalization]]></kwd>
</kwd-group>
</article-meta>
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