Jurisprudencia y Ciencias Sociales

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/892

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    Item type:Ítem,
    Contenido informativo de la plataforma Facebook GADMIC Saquisilí en la administración de Javier Velázquez y la percepción en los usuarios
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15)
    Chiliquinga Chicaiza, Grace Daniela
    ;
    Lomas Chacon, Pablo Esteban
    Institutional communication is a strategic tool for public entities to establish effective links with citizens. The objective of this study was to analyze users' perceptions of the posts made on the Facebook platform of the Saquisilí Municipal Government (GADMIC). A mixed methodology was used, which included the analysis of 45 institutional posts, organized into two matrices: one aimed at examining users' reactions to public works content and the other focused on analyzing the communicational content; as well as a survey applied to followers of the GADMIC Saquisilí Facebook page. The results show limited interaction and the presence of a largely silent audience; however, there is a positive assessment expressed mainly through reactions such as “like” and “love.” In relation to the survey results, it is observed that a majority of users consider the information disseminated to be useful for learning about institutional activities and express satisfaction with the way GADMIC Saquisilí informs citizens. Spearman's correlation analysis reveals a very high and statistically significant positive relationship between the two variables, allowing us to accept the research hypothesis and confirm that the information published on Facebook significantly influences users' perceptions during Javier Velásquez's administration