El Community Manager y su importancia en la comunicación organizacional del Gobierno Autónomo Descentralizado Municipal del Cantón Morona, mayo 2023 a mayo 2024

This research examines the role of the Community Manager in the organizational communication of the Municipal Decentralized Autonomous Government(GAD) of the Morona Canton during the period from May 2023 to May 2024,with the aim of understanding how this professional contributes to transparency, citizen engagement, and the strengthening of institutional image within a context in which social media have become essential tools for public administration. The theoretical framework addresses organizational communication, institutional culture, and theories applied to organizations, highlighting the strategic role of the Community Manager within public entities. The methodology was based on a mixed-methods approach that included interviews with public officials and communication experts, as well as surveys administered to 366 citizens of Macas. The findings reveal that the Community Manager plays a fundamental role as a digital mediator between GAD and the community, by facilitating access to information, addressing public concerns, energizing institutional content, and strengthening public trust through clear, timely, and participatory communication practices. It is concluded that this role has contributed significantly to the positioning of the institutional image; however, challenges remain related to planning, professionalization, and the optimization of digital tool usage.

• Hovedforfatter: Ramón Ortega, Marylin Daniela (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2026
• Fag: Community Manager; Comunicación organizacional; Participación ciudadana; Gobierno local
• Online adgang: http://dspace.unach.edu.ec/handle/51000/16569