La Comunicación Digital en el Gobierno Autónomo Descentralizado Municipal del cantón Huaquillas y su engagement en época de pandemia en la generación Y, período abril, mayo y junio de 2020.

This research focuses its study on the digital communication of the Municipal Decentralized Autonomous Government of the canton Huaquillas and its engagement in times of pandemic in generation Y, during the period April-June 2020. For this purpose, 4 research instruments were applied such as: surveys to Huaquillenses in the age range of 25 to 40 years old, interviews to specialists in digital communication as people involved in the subject, focus group to two groups formed each of 8 people and, finally, observation sheets to know the management of their communication through their digital channels such as Facebook, Instagram and Twitter. In addition, a combined work was carried out with an online tool Socialgest for the Facebook and Instagram platforms, with Twitter something different happens, since it is a network that has very low quantities with respect to each of the indicators proposed in this instrument, so it was decided to perform an analysis manually. Through the research instruments, it is evident that Huaquillenses rate the communication of the GAD Huaquillas as regular. In addition, the use of traditional strategies in its communication channels was identified. On the other hand, it presents a low level of engagement in its contents, infrequency in its publications and lack of planning adapted for each of its social networks. Faced with all the shortcomings detected in the digital communication of the municipality of Huaquillas, it is proposed as part of a solution the creation of a Social Media plan that allows the communication team of the GAD Huaquillas to properly manage their social networks, and at the same time strengthen the digital communication of the institution.

• Autor principal: Ramírez Montesdeoca, Geraldinne Geanella (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2021
• Matèries: COMUNICACIÓN SOCIAL; COMUNICACIÓN DIGITAL
• Accés en línia: https://dspace.unl.edu.ec/jspui/handle/123456789/24337