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http://hdl.handle.net/10609/119269
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, Rosa |
Tutor: | Cristancho, Camilo |
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. |
Keywords: | public administrations audience segmentation social networks |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | Jun-2020 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Treballs finals de carrera, treballs de recerca, etc. |
Files in This Item:
File | Description | Size | Format | |
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jfernandezsanchez012TFM0620memoria.pdf | Memoria del TFG | 2,61 MB | Adobe PDF | View/Open |
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