Gestión de la comunicación en la plataforma digital del grupo 24 horas Ambato de alcohólicos anónimos y la percepción por parte de los usuarios

Abstract

The research entitled "Management of Communication on the Digital Platform of the Group 24 Hours Ambato of Anonymous Alcoholics and Perception by Users", presents a general objective that consists in determining the impact of the management of communication on the group's digital platform on the perception of users. In order to this goal, a mixed methodology that integrates qualitative and quantitative approaches was used. Qualitatively, semi-structured interviews were conducted with platform members and users. On the other hand, in the quantitative approach, surveys were administered to a representative sample of the population of Ambato. The main results show that, despite the fact that most users rated navigation on the platform as "good", there is much room for improvement in terms of the structure and interaction in the platform. The importance of multimedia elements and the clarity of the information presented was highlighted, being highly appreciated by users. In relation to the main findings, it has been established that users' perception of the platform is affected by the ease of navigation, the quality of the content and the interaction offered. The study concludes that the improvement of these aspects can increase user satisfaction and, ultimately, improve the effectiveness of communication on the digital platform of the Group 24 Hours Ambato of Anonymous Alcoholics