Social media adoption and reach by Ecuadorian local governments: an empirical study

• DOI: 10.1504/eg.2023.129416
• Publication Date: 2023-03-10T12:30:27Z
• Authors: Gonçalo Paiva Dias; Mariuxi Bruzza; Manuel Tupia
• Keywords: Relevance; Empirical Research

In this article, we present an empirical study about adoption and reach of Facebook, Twitter, YouTube by Ecuadorian municipal governments. Data was collected from 55 social media profiles authorities in three provinces, representing 25% all cantons 54% the population. Determinants were investigated resorting to correlation, regression, means comparison studies. We conclude that population size is a good predictor media, but it not relevant explain early adoption. This may be consequence technology being inexpensive simple adopt, thus accessible any local authority, while making use has more financial administrative burdens and, consequently, associated with bigger authorities. Also, have been centrally driven programmatically motivated, which would also lesser relevance for