ESTRATEGIAS DE MARKETING DIGITAL PÚBLICO EN EL GOBIERNO ELECTRÓNICO PARA FORTALECER LA CONFIANZA PÚBLICA EN LAS MUNICIPALIDADES LOCALES DE AREQUIPA: UN CASO DE ESTUDIO

Abstract

This case focuses on the District Municipality of Yura, located in the province and department of Arequipa, and its implementation of digital marketing strategies to strengthen public trust within an e-government context. Through informative campaigns and citizen engagement on digital platforms, the municipality aims to improve public perception and encourage greater citizen involvement in local governance. The objectives of this initiative include increasing transparency, facilitating access to information, and promoting interaction between the agency and the community. Preliminary conclusions suggest that these strategies have positively impacted the relationship between the municipality and its citizens, contributing to enhanced trust in local administration.