Impacto Del Social Media Marketing En La Comunicación Digital Del Gobierno Autónomo Descentralizado Municipal Del Cantón Quevedo, Año 2023

The objective of this research was to evaluate the impact of Social Media Marketing on the digital communication of the Municipal Decentralized Autonomous Government of the Canton of Quevedo. An exploratory and descriptive design was applied, using a mixed approach; that is, quantitative and qualitative, with an exploratory and descriptive scope. The data were collected using the survey technique, through a structured questionnaire to a sample of 382 people who use municipal services. Interviews were conducted with professionals in communication management in public institutions. The questionnaire was validated using Cronbach's Alpha, guaranteeing the reliability of the instrument applied. The results revealed that, despite the fact that the percentage of citizens who use social networks is high, only 13% interact with the social networks of the GADM of Quevedo. It was identified that the institution has sought, through its strategies, to strengthen its communication indicators. However, the institution faces a disconnection of content with citizens due to insufficient transparency and limitations in the resources allocated to digital communication. Based on these findings, it is concluded that the absence of effective digital comunicación strategies has restricted citizen interaction and participation, generating a negative perception, which directly affects institutional trust. As a recommendation, it is suggested that Quevedo's GADM strengthen its Social Media Marketing strategies through the generation of valuable content, greater transparency and closer and more two-way communication with citizens.

• Hlavní autor: Valencia Castro, Diana Lissett (author)
• Médium: masterThesis
• Jazyk: spa
• Vydáno: 2025
• Témata: Social Media Marketing; Comunicación digital; Participación Ciudadana
• On-line přístup: https://repositorio.uteq.edu.ec/handle/43000/8646