<?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>1659-4932</journal-id>
<journal-title><![CDATA[Revista Nacional de Administración]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Nac. Adm.]]></abbrev-journal-title>
<issn>1659-4932</issn>
<publisher>
<publisher-name><![CDATA[Universidad Estatal a Distancia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-49322023000200017</article-id>
<article-id pub-id-type="doi">10.22458/rna.v14i2.4812</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Digital marketing tactics used in the profile of a political candidate: The case of the Costa Rica 2022 elections]]></article-title>
<article-title xml:lang="es"><![CDATA[Tácticas de marketing digital utilizadas en el perfil de un candidato político: El caso de las elecciones de Costa Rica 2022]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Silva-Atencio]]></surname>
<given-names><![CDATA[Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Latinoamericana de Ciencia y Tecnología (ULACIT)  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Costa Rica</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>14</volume>
<numero>2</numero>
<fpage>17</fpage>
<lpage>36</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-49322023000200017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-49322023000200017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-49322023000200017&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The use of digital marketing in the development of political strategies is increasingly common among the different political candidates running for public office, as it allows them to connect directly with the voter. However, the constant evolution of the digital era has changed the behavior patterns of voters, which is why the research question arises, seeking to identify the tactics used in the profile of the presidential candidate of the Partido Liberación Nacional (PLN), in the Facebook social network, during the month of January, 2022. This would determine whether the use of a political digital marketing strategy contributed to the results obtained. The approach was qualitative, so a review of the publications on the Internet was carried out to identify the strategy used, and to define the profiles that constitute the voting public. The most relevant finding was that the party did not develop a digital strategy according to the target population, as evidenced by the lack of specific content on Facebook, minimal interaction of the candidate with the social network, and lack of use of data analysis tools.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El uso del mercadeo digital en el desarrollo de estrategias políticas es cada vez más común entre los diferentes candidatos políticos que optan a cargos públicos, ya que permiten conectar directamente con el votante. Sin embargo, la constante evolución de la era digital ha cambiado los patrones de conducta de los electores, por lo cual surge la pregunta de investigación que buscada identificar las tácticas utilizadas en el perfil del candidato presidencial del Partido Liberación Nacional (PLN) en la red social de Facebook, durante el mes de enero de 2022 y evidenciar si el uso de una estrategia de mercadeo digital político contribuyo con los resultados obtenidos. El enfoque fue cualitativo, por lo que se realizó una revisión de las publicaciones en Internet para identificar la estrategia utilizada y definir los perfiles que constituyen el público votante. El hallazgo más relevante fue que el partido no elaboró una estrategia digital acorde a la población meta, lo que se evidencia en la falta de contenido específico en Facebook, mínima interacción del candidato con la red social y falta de uso de herramientas de análisis de datos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[Résumé L&#8217;utilisation du marketing numérique dans l&#8217;élaboration de stratégies politiques est de plus en plus courante parmi les différents candidats politiques qui briguent un mandat public, car elle leur permet d&#8217;entrer directement en contact avec l&#8217;électeur. Cependant, l&#8217;évolution constante de l&#8217;ère numérique a modifié les comportements des électeurs. C&#8217;est pourquoi la question de recherche se pose, cherchant à identifier les tactiques utilisées dans le profil du candidat à la présidence du Partido Liberación Nacional (PLN), dans le réseau social Facebook, au cours du mois de janvier 2022. Cela permettrait de déterminer si l&#8217;utilisation d&#8217;une stratégie de marketing numérique politique a contribué aux résultats obtenus. L&#8217;approche étant qualitative, un examen des publications sur Internet a été effectué afin d&#8217;identifier la stratégie utilisée et de définir les profils qui constituent le public votant. La conclusion la plus pertinente est que le parti n&#8217;a pas développé de stratégie numérique en fonction de la population cible, comme en témoignent l&#8217;absence de contenu spécifique sur Facebook, l&#8217;interaction minimale du candidat avec le réseau social et le manque d&#8217;utilisation d&#8217;outils d&#8217;analyse des données.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O uso do marketing digital no desenvolvimento de estratégias políticas é cada vez mais comum entre os diferentes candidatos políticos que concorrem a cargos públicos, pois permite que eles se conectem diretamente com o eleitor. No entanto, a constante evolução da era digital mudou os padrões de comportamento dos eleitores, razão pela qual surge a questão de pesquisa, buscando identificar as táticas utilizadas no perfil do candidato presidencial do Partido Liberación Nacional (PLN), na rede social Facebook, durante o mês de janeiro de 2022. Isso permitiria determinar se o uso de uma estratégia de marketing político digital contribuiu para os resultados obtidos. A abordagem foi qualitativa, portanto, foi realizada uma revisão das publicações na Internet para identificar a estratégia utilizada e definir os perfis que constituem o público votante. A descoberta mais relevante foi que o partido não desenvolveu uma estratégia digital de acordo com a população-alvo, conforme evidenciado pela falta de conteúdo específico no Facebook, interação mínima do candidato com a rede social e falta de uso de ferramentas de análise de dados.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[digital]]></kwd>
<kwd lng="en"><![CDATA[strategies]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[tactics]]></kwd>
<kwd lng="en"><![CDATA[political.]]></kwd>
<kwd lng="es"><![CDATA[digital]]></kwd>
<kwd lng="es"><![CDATA[estrategias]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[tácticas]]></kwd>
<kwd lng="es"><![CDATA[política.]]></kwd>
<kwd lng="fr"><![CDATA[numérique]]></kwd>
<kwd lng="fr"><![CDATA[strategies]]></kwd>
<kwd lng="fr"><![CDATA[marketing]]></kwd>
<kwd lng="fr"><![CDATA[tactique]]></kwd>
<kwd lng="fr"><![CDATA[politique.]]></kwd>
<kwd lng="pt"><![CDATA[digital]]></kwd>
<kwd lng="pt"><![CDATA[estratégias]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[táticas]]></kwd>
<kwd lng="pt"><![CDATA[política.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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<article-title xml:lang=""><![CDATA[MNEs, globalisation and digital economy: legal and economic aspects.]]></article-title>
<source><![CDATA[Managerial Law]]></source>
<year>2003</year>
<volume>45</volume>
<numero>1/2</numero>
<issue>1/2</issue>
<page-range>1-296</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
