Resumo

MENA FARFAN, Karl Vladimir; LA ROSA FEIJOO, Oscar Calixto; ARROYO COICO, Ruperto  e  MEJIA BENAVIDES, Aníbal. Analysis of political communication strategies in the digital age: impacting voter loyalty. Revista InveCom [online]. 2025, vol.5, n.3, e050340.  Epub 29-Mar-2025. ISSN 2739-0063.  https://doi.org/10.5281/zenodo.14268046.

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.

Palavras-chave : political communication; voter loyalty; campaign strategies; voter segmentation; political digitalization.

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