CONCLUSIONES Y RECOMENDACIONES................................................................38

ABSTRACT

The objective of this research is to assess the characteristics of the communication strategies that Xavier Hervas implemented in TikTok, during the 2021 electoral campaign in Ecuador. A mixed approach and correlational research have been applied, through the technique of content analysis. The study units are the 64 videos published in TikTok, during the first round of the electoral campaign; that is, from December 30, 2020 until February 4, 2021, date indicated by the National Electoral Council for the closing of the campaign. The results reflect that the communicational strategies used by Xavier Hervas in TikTok achieved greater interaction from its well-expressed form, making use of the appeal resource and focusing on the audience.

Keywords: TikTok, social network, political communication, political campaign.