Estrategias comunicacionales y de marketing social para el desarrollo en GADs parroquiales rurales de El Oro: Machala, Pasaje y Santa Rosa

Abstract

This research, "Evaluation of communication and social marketing strategies for development in rural parish GADs in El Oro, in the cantons of Machala, Pasaje, and Santa Rosa," was carried out within the framework of the "Communication and Development Advisory Services in Rural Areas" project. In today's communication contexts, improving marketing is essential through the use of tools such as citizen participation, which utilizes transparency and community participation, strengthening development ties. These strategies are effective in fostering dialogue between the current governments, local governments, and centralized GADs with the communities of each population. They not only provide timely information, but also emphasize positive and argumentative changes for mobilizing the current development of community projects. It is essential to promote social marketing using practical, sustainable techniques that foster social well-being and significantly increase its growth, such that its comprehensive development raises awareness and revalues the parish GADs, systematizing the obstacles to optimal development for their sustainability and minimizing this effect by prioritizing social development. The objective of this study is to evaluate the effectiveness of the communication and social marketing strategies implemented through the community service project. To this end, a mixed methodology was applied, using data obtained through interviews, surveys, and focus groups with a sample of 378 residents of the rural parishes in the cantons of Machala, Pasaje, and Santa Rosa. The results helped identify the strengths, weaknesses, and outcomes of the communication and social marketing strategies applied, evaluating their effectiveness in strengthening the management of rural parish GADs and community participation.