Presidential election campaigns are fundamental to democratic systems, as they allow citizens to learn about the candidates, their proposals, and their visions for the country. The aim of this study is to conduct a systematic literature review on presidential elections in Ecuador, using scientific articles published in databases such as Scopus and Web of Science. The methodology, based on PRISMA guidelines, enabled the integration of studies focused on issues such as populism, the impact of social media, and campaign strategies. Among the most relevant findings, the influence of social media on political communication stands out, especially through cybermarketing and digital mobilization strategies, although these are limited by technological inequalities. The recurrent use of fear and polarization as tools to mobilize voters, particularly in times of crisis, was also identified. Populism—present in both left- and right-wing discourses—has played a significant role in connecting with historically excluded sectors. In conclusion, electoral processes in Ecuador combine traditional practices with modern tools, shaped by sociopolitical and technological dynamics. However, persistent institutional fragility and widespread distrust in the electoral system pose serious challenges to strengthening democracy and fostering more inclusive and effective citizen participation.