Social Networks in internal communication: A study in public universities
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https://orcid.org/0009-0006-5805-4329
Santiago Verdesoto-Velástegui
Diana Morales-Urrutia
https://orcid.org/0000-0002-9693-3192
Abstract
INTRODUCTION. Institutional digital communication in public universities plays a strategic role in ensuring equitable access to information within the university community. However, the lack of content segmentation can generate gaps in the perception, use, and effectiveness of digital channels, especially when considering variables such as gender and institutional role. OBJECTIVE. To evaluate the effectiveness of the institutional digital channels of the Technical University of Ambato, considering a gender-based approach. METHOD. The study was conducted using a quantitative, exploratory design through the application of structured surveys to faculty members and administrative staff; data analysis was performed using SPSS software, applying the chi-square test to identify significant associations between variables. RESULTS. The findings show statistically significant differences (p < 0.05) in the perception and use of institutional communication channels between faculty and administrative staff, according to gender and institutional role. DISCUSSION AND CONCLUSIONS. The results confirm that gender influences internal university communication, both in faculty members’ perceptions of official channels and in administrative staff’s interest in institutional information and campaigns, providing relevant evidence for the academic-scientific literature.
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