Browsing by Author "Bayas Martínez, Karina Arlette"

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    Comunicación externa y percepción de marca de la empresa Adelca en las cuentas de Facebook e Instagram
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Bayas Martínez, Karina Arlette; Herdoíza Mancheno, Franklin Germánico
    The main objective of this extensive research is to analyze the relationship between External Communication and Brand Perception of the company Adelca in the Facebook and Instagram accounts. Through an investigative approach, we try to determine how External Communication influences the perception that users have about the brand on the aforementioned social networks. External Communication is a fundamental element for any company, since through it the image and reputation of the brand is established. In this case, it is important to study what the communication with your target audience is like on Facebook and Instagram, and how this affects the perception that users have of the brand. To achieve this objective, an exhaustive study of the communication strategies implemented by the company on its social networks will be carried out. The published content, the interaction with users, as well as the image and values transmitted in their digital accounts will be analyzed. In addition, a survey will be carried out among Adelca followers on the aforementioned social networks, in order to obtain information and analyze it from a quantitative perspective on their perception of the brand and its relationship with external communication. This research will identify the most relevant aspects that influence brand perception and determine if there is a correlation between external communication and image. It is expected that the results of this research provide valuable information about the importance of external communication in the field of social networks, as well as the impact it has on the brand perception of a company. These results can be used by the organization to improve its communication strategy and strengthen its brand image on digital platforms