INFLUENCIA DE LAS REDES SOCIALES EN EL COMPORTAMIENTO HUMANO.

Communication has evolved exponentially in recent years. The use of the internet and social networks have revolutionized interpersonal communication and the way of transmitting messages. The effects generated both in society and at the individual level have been addressed in different scenarios and by several authors, although there are still questions in the Ecuadorian context. In this sense, the objective of this research is to determine the influence of the use of social networks on human behavior through population studies in the Ecuadorian context in order to address the phenomenon in a comprehensive manner. The research was conducted in young people between 20 and 30 years of age in the region of Manabí, with different levels of schooling and occupation. A mixed research paradigm was used, with quantitative and qualitative methods to obtain a holistic understanding of the object of study. Observation, in-depth interview, survey, document analysis and triangulation were used as validation methods. A sample of 100 people with stratified sampling was used. The results showed that social networks have a significant influence on human behavior. Ninetythree percent of the sample studied uses some social network. Attitudes of rejection and support are perceived towards this phenomenon. Emotions of joy, empathy, collaboration and communication were associated with this phenomenon, although sadness, anxiety, frustration and failure were also reported. [ABSTRACT FROM AUTHOR]