Las redes sociales y su impacto en la imagen del Cuerpo de Bomberos- Manta.

Abstract

The purpose of this research is to analyze how social networks impact the image of the Manta Fire Department. Currently, platforms such as Facebook, Instagram and TikTok not only allow informing, but also generate closeness, trust and recognition. Through a mixed and correlational methodological approach, surveys and interviews were applied to citizens of the city of Manta, and the results were processed using SPSS version 27 statistical software. The data showed a positive and significant relationship between the use of social networks and three key dimensions: perception, recognition and communication. Similarly, the instrument obtained a Cronbach's Alpha of 0.978, ensuring high reliability. Overall, the findings show that proper digital management allows the institution not only to communicate, but also to strengthen its image, projecting commitment, closeness and more effective communication.