<?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>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202025000400009</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Segmentación demográfica en redes sociales: su influencia en el consumo de mensajes políticos en Ecuador]]></article-title>
<article-title xml:lang="en"><![CDATA[Demographic segmentation in social networks: its influence on the consumption of political messages in Ecuador]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Suárez-Chuquín]]></surname>
<given-names><![CDATA[Karina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Basantes-Andrade]]></surname>
<given-names><![CDATA[Andrea]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Godoy-Guevara]]></surname>
<given-names><![CDATA[Gandhy]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Naranjo-Toro]]></surname>
<given-names><![CDATA[Miguel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Técnica del Norte  ]]></institution>
<addr-line><![CDATA[ Ibarra]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>17</volume>
<numero>4</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202025000400009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202025000400009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202025000400009&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente estudio examina cómo la segmentación demográfica en redes sociales influye en la percepción, utilidad y efectividad de los mensajes políticos, tomando en cuenta las diferencias entre géneros y generaciones. Se utilizó una metodología cuantitativa basada en análisis factorial y técnicas estadísticas avanzadas, a partir de una muestra de 384 encuestas a votantes de 16 a 65 años de la provincia de Imbabura, Ecuador. Los resultados indican que las redes sociales democratizan el discurso político y permiten a los partidos políticos implementar estrategias de comunicación personalizadas, conectando de manera más efectiva con distintos segmentos poblacionales. Las plataformas como TikTok e Instagram son las más influyentes entre los jóvenes, quienes responden de manera positiva a contenido visual dinámico, como memes y stickers. Sin embargo, la segmentación de audiencias presenta retos éticos que pueden afectar la calidad de la información y la participación cívica. En conclusión, la segmentación en redes sociales es una estrategia clave para optimizar las comunicaciones políticas, aunque su implementación debe considerar las implicaciones éticas y sociales. Los hallazgos resaltan la importancia de fomentar un consumo crítico y reflexivo de los mensajes políticos en el entorno digital.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[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 democratize political discourse and allow political parties to implement personalized 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 optimizing 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Segmentación demográfica]]></kwd>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[Comunicación política]]></kwd>
<kwd lng="es"><![CDATA[Generación Z]]></kwd>
<kwd lng="es"><![CDATA[Consumo de contenido]]></kwd>
<kwd lng="es"><![CDATA[Participación del público]]></kwd>
<kwd lng="en"><![CDATA[Demographic segmentation]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[Political communication]]></kwd>
<kwd lng="en"><![CDATA[Generation Z]]></kwd>
<kwd lng="en"><![CDATA[Content consumption]]></kwd>
<kwd lng="en"><![CDATA[Audience engagement]]></kwd>
</kwd-group>
</article-meta>
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