Demographic segmentation in social networks: its influence on the consumption of political messages in Ecuador

Abstract

This study examines how demographic segmentation in social networks influences the perception, usefulness and effectiveness of political messages, taking into account differences between genders and generations. A quantitative methodology based on factor analysis and advanced statistical techniques was used, based on a sample of 384 surveys of voters aged 16 to 65 in the province of Imbabura, Ecuador. The results indicate that social networks democratise political discourse and allow political parties to implement personalised communication strategies, connecting more effectively with different segments of the population. Platforms such as TikTok and Instagram are the most influential among young people, who respond positively to dynamic visual content such as memes and stickers. However, audience segmentation presents ethical challenges that can affect the quality of information and civic engagement. In conclusion, social media targeting is a key strategy for optimising political communications, although its implementation must consider ethical and social implications. The findings highlight the importance of encouraging critical and reflexive consumption of political messages in the digital environment.