Análisis de la gestión comunicacional del GAD municipal de Yantzaza provincia de Zamora Chinchipe

This research has an objective to analice the communication management of the Municipality GAD of Yantzaza, in relation to its impact on the community and its contribution to the consolidation of local governance in 2024 year. The methodology used was analytical and mixed methods were used that included both qualitative and quantitative research. Communication styles, interactions and the use of channels were examined, while the quantitative part measured the level of goal achievement and the effectiveness of the strategies used. These were the social communication objectives established for the GAD. The findings indicate that the communication department is important in the organization, although from the qualitative data generated, it is evident that some elements of digital strategies in social media are missing in the planning and implementation of communication. The absence of a structured communication action plan and the minimal diversification of formats and tools imply insufficient participation with the community. Furthermore, the evaluation of the Municipality GAD as a local authority institution is largely positive, indicating high satisfaction, but it is necessary to improve the clarity of the message and the intimacy. The discussion emphasized that the inability of staff to work without clear guidelines due to the flat organizational structure and lack of impact indicators makes it difficult to measure the effectiveness of strategies

• Autor Principal: Zamora Sevilla, María Paz (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2025
• Subjects: COMUNICACIÓN; GESTIÓN COMUNICACIONAL; INTERACCIÓN CIUDADANA; ESTRATEGIA DIGITAL
• Acceso en liña: https://dspace.unl.edu.ec/jspui/handle/123456789/32395