Voting Intention in Ecuador's Pre-electoral Process 2025: A Multidimensional Analysis from Political Marketing and Ideological Polarization

Wilson German Nieto Aguilar (), Pierre Gilles Fernand Desfrançois () and Lorena Muquis Tituaña ()
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Wilson German Nieto Aguilar: Universidad Tecnológica Israel
Pierre Gilles Fernand Desfrançois: Universidad Tecnológica Israel
Lorena Muquis Tituaña: Universidad Tecnológica Israel

Chapter 19 in Management, Tourism, and Smart Technologies, Vol 2, 2026, pp 235-247 from Springer

Abstract: Abstract This article examines voting intention in the context of the Ecuador 2025 electoral process, characterized by a marked ideological polarization and a fragmented electorate. Using a quantitative descriptive approach, geographical, demographic, psychographic, and ideological factors influencing electoral decisions were investigated. The sample, representative of the voting population of Pichincha (n = 1,586; margin of error ± 2,511%), revealed significant patterns: young people between 18 and 29 years of age constitute 60% of the sample, while 57.50% declare themselves to be single. In addition, 75.22% receive an income of less than $1,000 per month, and 21.44% have incomplete university or technological studies. From a political marketing perspective, Gen Z and Millennials emerge as key groups, highly digitized and committed to progressive agendas such as gender equality and climate action. The bifurcated proposals of the left (social justice) and the right (economic liberalism) reinforce polarization. This work contributes to the understanding of electoral behavior in fragmented democratic environments, linking empirical findings with theories such as rational voting and group identity. In addition, it offers practical implications for the design of policy strategies adapted to emerging demands.

Keywords: Voting intention; Political marketing; Polarization; Voter profile; Ecuador (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24600-4_19

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DOI: 10.1007/978-3-032-24600-4_19

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