Análisis de la reputación online en Facebook del GAD Municipal de Riobamba 2023 - 2024
This research aims to analyze the online reputation on Facebook of the Municipal GAD of Riobamba during the 2023–2024 period. During the administration of Architect Jhon Vinueza, institutional communication channels have evolved in line with technological advances, opening the door to a new form of...
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| Главный автор: | |
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| Формат: | bachelorThesis |
| Язык: | spa |
| Опубликовано: |
2026
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| Предметы: | |
| Online-ссылка: | http://dspace.unach.edu.ec/handle/51000/16562 |
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Добавить метку | Итог: | This research aims to analyze the online reputation on Facebook of the Municipal GAD of Riobamba during the 2023–2024 period. During the administration of Architect Jhon Vinueza, institutional communication channels have evolved in line with technological advances, opening the door to a new form of communication. This study is based on user interaction through comments on the institution’s official Facebook page in order to understand how the GAD’s reputation has been constructed. The tone of citizen comments was analyzed using analytical matrices. Out of a total of 3,662 publications, a random sample of 192 posts was selected as units of analysis using the corresponding statistical formula. In addition, three key informants were interviewed, who provided insights into the importance of reputation in government communication. As a final outcome, a strategic plan was developed to guide the effective use of social media as a communication channel. The plan emphasizes the value of citizen comments and sets guidelines for their proper integration. This research helps stakeholders better understand the importance of reputation in government communication. |
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