Análisis de la interacción de los seguidores en Facebook del programa “Diálogo con el Pueblo de Radio la Voz del Tomebamba Am”, durante el periodo abril-junio 2024

Abstract

The analysis of the program “Dialogue with the people” of Radio La Voz del Tomebamba has emerged as a significant study in the field of media interaction in social networks. This program, by focusing on its audience on Facebook, seeks not only to evaluate audience participation, but also to identify topics of interest and understand the loyalty strategies employed. In this context, a descriptive and non-experimental methodological approach combining qualitative and quantitative analyses has been adopted. From a qualitative perspective, the topics covered in the program and their impact on the audience were explored, while the quantitative analysis focused on measuring interactions and engagement with the publications. To carry out this research, a multistage sampling was applied, collecting data from publications during three consecutive months. The findings of the study revealed a low loyalty, with an engagement of 0.06%, which is significantly below the 1% threshold considered as minimum acceptable. Most interactions were limited to “likes”, and only 3.6% of the content was directly related to the program, although this specific content generated more reactions. The main conclusión drawn is that the scarcity of own content and insufficient promotion of relevant topics contributed to the low interaction observed. Consequently, it is recommended that the program strengthen its personalized content and encourage enriching discussions to increase audience engagement and participation.