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Title: Estudio de los factores que condicionan el uso e interacción de la ciudadanía con las administraciones públicas españolas en la red social Twitter
Author: Fernández Sánchez, Jesús
Director: Borge Bravo, Rosa  
Tutor: Cristancho Mantilla, Camilo
Keywords: public administrations
audience segmentation
social networks
Issue Date: Jun-2020
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: This work tries to identify the factors that determine the use of the Twitter social network by the Spanish public Administrations in its different divisions according to scope or sector, both in terms of supply and the commitment and interaction that it generates in citizens, as in the demand and the sectors of society most prone to carry out such interaction. The object, therefore, is to present a holistic vision of the Spanish administration that until now had not been considered in these kind of studies, and which also includes the factor of public policies developed, based on the hypothesis of the existence of internal and external factors that determine the supply, and characteristic sectors in demand. The use of quantitative techniques on 56 administrations' accounts is complemented by the exploitation of data using big data tools, which allow covering a sample of around 4.5 million users. The results confirm population factors and content-interaction patterns in the supply, and sectors prone to public policies in demand, which are not only interesting for research's field but also for companies in the digital marketing sector.
Language: Spanish
Appears in Collections:Bachelor thesis, research projects, etc.

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