La percepción de la comunicación institucional y la información oficial que se difunde a través de la red social Facebook del Gobierno Autónomo Descentralizado del Cantón San Pedro de Pelileo

Abstract

The main purpose of this research is to determine the perception of institutional communication and official information through two publications taken by the means of the fan page of the Facebook social network of the Municipal Autonomous Decentralized Government of the San Pedro de Pelileo. A content analysis was carried out on the reactions, comments and times shared on the fan page, which reflects that there is a high rate of empathy and agreement with the activities carried out by the Municipality. The research approach was quantitative, with this method content analysis was applied to obtain data in order to strengthen this project. In addition, the qualitative approach was applied, through the execution of interviews with key informants, allowing to obtain better results for the investigation, so that in this way the feelings oof the users are reflected in the publications of the fan page of the institution.