Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item La percepción de los usuarios sobre la imagen corporativa en redes sociales de la Empresa Eléctrica Ambato Regional Centro Norte S.A(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Ulloa Fonseca, Pablo Fernando; Naranjo Gamboa, Byron OrlandoThe research called “La percepción de los usuarios sobre la imagen corporativa en redes sociales de la Empresa Eléctrica Ambato Regional Centro Norte S.A.” We sought to know the opinion of the followers and the Institutional Communication team of the Empresa Eléctrica Regional Centro Norte S.A, with the objective of identifying the perceptions that the followers have of the corporate image according to the content uploaded to the social networks of the Empresa Eléctrica Ambato Regional Centro Norte S.A. For this purpose, quantitative and qualitative methodology was used. For this purpose, a survey was used as a data collection method for a sample of 379 respondents, and an interview with the Institutional Communication team was also used. It was concluded that the perception of users who are on social networks is good on the Facebook social network and currently has a good presence, although it is recommended that you also adapt the content to increase perceptions on social networks such as Instagram, YouTube, and XItem Comunicación Organizacional e Imagen Corporativa de la Cooperativa de Ahorro y Crédito "Santa Rosa de Patután" Ltda(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03) Llumiquinga Cando, Mayra Jimena; Tamayo Rodríguez, Alicia PaulinaCurrently, organizational communication responds to the challenges that arise every day, where organizations require great performance in management and communication strategies to reach their audiences, making use of new information and communication technologies. In addition to strengthening relationships with internal and external audiences, it entails dynamics for the fulfillment of the organizations' objectives. Organizational communication has become a fundamental element for companies, however, there are still organizations that do not prioritize this type of communication and seek to meet corporate objectives without managing a correct communication process. In this sense, the present research work stems from the interest of improving organizational communication in the communication of the Savings and Credit Cooperative "Santa Rosa de Patután" Ltda., and with the purpose of knowing how this influences the perception of the public to build or enhance its corporate image, through the analysis of the communication strategies implemented by the Cooperative. For this, the quantitative methodology was applied with surveys directed both to the public internal and to the external with which it was identified that the COAC "Santa Rosa de Patután" Ltda., does not manage an adequate internal communication process and that there is also a deficiency in the Interpersonal relations of the internal public. In addition, the lack of empowerment of digital media as communication and dissemination channels is evidentItem Análisis de la imagen corporativa de Helados Bogati de la sucursal ubicada en el Mall de los Andes de la ciudad de Ambato, durante los meses de enero a marzo del 2022 en las redes sociales Facebook y TikTok.(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2023-03) Malla Gaona, Tayron Vinicio; Gamboa Orozco, Luis AlbertoThis research work analyzes the organizational communication and corporate image of the Stylo Propio microenterprise in order to determine the shortcomings that it presents in its corporate image and organizational communication and through this determination propose communication strategies to strengthen entrepreneurship. Thisstudy was carried out from March to June 2022, during which time it was possible tomonitor the business and its different areas in order to develop the research based ona technical-scientific process. The fundamental objective of this research is to identify the main problems that the Stylo Propio business has in terms of its institutional image and the internal communication it manages, therefore, in this research project it examines each area that makes up the image of the business to know how It is projected to its target audience, analyzing it from the inside out. The tools that allowed obtaining general and conclusive data was the content analysis where it was possible to study each of their social networks such as: Facebook and TikTok in order to determine their level of impact on networks, in addition a survey was applied to each of them. the workers of the advertising agency to be able to determine their level of knowledge about the institutional image and organizational communication, since one of the several problems this company has is the lack of a communicator, and for this reasonthe workers act as of the communicator in the empirical production of communication products such as videos, memes, photographs and others. The data obtained from thecontent analysis and the interviews were organized by means of matrices where the data obtained from the investigation are reflected; Regarding the content analysis, Excel cakes were used to determine the percentages of the data and regarding the interviews, the answers issued by each of the interviewees were copied verbatim to carry out the corresponding interpretation through these data.Item La comunicación institucional y la imagen corporativa en el Centro de salud de Izamba, cantón Ambato, provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Oyaque Vásconez, Luis Miguel; Tamayo Rodríguez, PaulinaIn this research, the importance of institutional communication, the approach of communication strategies and the consolidation of an adequate corporate image of the Izamba Health Center were determined. It was considered to work from a critical - purposeful research methodology; because it diagnoses and analyzes the current situation, and with a qualitative and quantitative approach. Qualitative because it seeks understanding between society in general and qualitative because it can define institutional communication and the corporate image of the Izamba Health Center. Within the research, surveys were applied to the selected sample, which facilitated analyzing the perception of citizens and studying the communication strategies used that have worked and which have not, interviews were applied to the authorities of the institution, in order to have In-depth information and a closer view of the Izamba Health Center. Institutional communication ends up being a transversal axis for the improvement of the corporate image of a public institution, for which reason it is essential to work in accordance with it to establish the direction of the Izamba health center, around its internal and external audiences, the possibility of having communication policies that allow efficient interactivity between users, which will undoubtedly be the best reference point for an institution; and even more so when its employees are empowered to improve the corporate image, to be considered as a public health institution that provides quality services and care, with an appropriate infrastructure, which must be known through the social communication media, applying institutional communication strategies that improve the corporate image of said institution and that its trajectory is impregnated in the collective memory.Item La comunicación externa y la imagen corporativa del Gobierno Autónomo Descentralizado de la Parroquia de San Miguelito del Cantón Píllaro, Provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Analuisa Morales, Oscar Armando; Viteri Chavez, Walter FranciscoThe present study addresses the theme around "External Communication and the Corporate Image of the Decentralized Autonomous Government of the parish of San Miguelito in the canton of Píllaro, Tunguraha province". This against the need to understand the level of knowledge of the use of communication and its effectiveness in improving the corporate image of the Decentralized Autonomous Government, understanding that it influences the degree of trust that the community has in the management carried out at your favor. For this, the inductive method has been used, which has allowed to draw general conclusions from the accumulation of particular data and, with this, to verify the objectives set. In addition, the critical - purposeful paradigm has been taken into account to diagnose and analyze the current reality of the problem posed. Likewise, a quantitative and qualitative mix was developed using techniques such as the survey carried out on residents and neighborhood authorities in the parish, and the interview with the GAD president; after which it was concluded that the entity maintains a corporate image at a medium level. This means that communication strategies using traditional media and the web page for stakeholders have not been the most effective. Thus, the need to put forward a proposal aimed at strengthening the image of the entity based on an External Communication Plan carried out by professionals in the area taking into account the needs of its external public.Item La comunicación organizacional y la imagen corporativa del Gobierno Autónomo descentralizado Parroquial de Rio Negro del Cantón Baños de Agua Santa de la Provincia de Tungurahua(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-04) Veloz Cárdenas, Esteban Gonzalo; Sánchez Peña, Marco IvánThis thesis focuses on the research and analysis of organizational communication and the corporate image of the Autonomous Decentralized Parochial Government of Río Negro of the Baños de Agua Santa canton of the Province of Tungurahua. Its content includes important aspects regarding the achievement of the established objectives, in order to benefit the chosen institution and strengthen the knowledge acquired in regard to the population. It is important to note that the first data were collected in the same place through surveys of the population and an interview given by one of the officials of the Parish. Their interpretation and analysis contributed to the collection of information to formulate conclusions and recommendations that are consistent with the reality of the institution. The research project consists of six chapters in which different topics were studied to help identify the dynamics and flow of organizational communication of the Autonomous Decentralized Parochial Government of Río Negro of the Baños de Agua Santa canton of Tungurahua province, in order to analyze the importance of corporate image. Once the necessary information was acquired, the proposal was made, which contains the corporate brand and identity manual focused on improving organizational communication and the corporate image of the government institution thus achieving its positioning in image, identity, recognition and reputation. through a joint empowerment with officials and their inhabitants.Item Imagen corporativa y estrategias de comunicaicón para el Centro Comercial Ferroiviario de la Ciudad deAmbato en el periodo marzo- agosto 2018(2019-03) Tibanta Martínez, Andrea Lizeth; Guamán Guadalima, Lelly GabrielaUnderstanding the field of communication and its various forms to develop it is not an easy task, but a work of love and dedication. The following research focuses on the fourth branch of social communication, and it is the Organizational, the same that works with entities, institutions or organizations focused on providing a good or service to the public. In this case we have a guild of merchants who depend on a public and their work is the purchase and sale of clothing wholesale and retail. It is intended to work on the image and corporate identity of the place where people work, since this site does not have a representative icon; Therefore, it is important that everyone knows that the image is an important part of communication and more so of a group of associates, as is the case. The corporate image is a graphic representation, which is developed through different points, its elaboration is made up of history, colors, corporate values, opinion of the people, and after doing a previous investigation to obtain the necessary information so as to obtain what A brand manual is determined. Internal communication is also necessary, which encompasses the relationship and information that exists within the association (between merchants), as well as external communication that deals with the relationship between customers and merchants; These two phases are the fundamental pillar for organizational communication flow properly and can show a quality image to your audience and competition at the local level.Item Posicionamiento de la marca e imagen corporativa del al FAN-PAGE"Ambato ayer y hoy" de la empresa Ortiz digital marketing(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-11) Acosta Baño, María Edelina; Soto Dávila, Omar FabricioThis research deals with different topics related to institutional communication, which facilitates the good performance of institutions. A correct handling of the information through the incorporation of all the communication tools and the application of organizational structures that facilitate the development of a company, that is why this work deals with the positioning of the brand and the corporate image of the company Ortiz Digital Marketing. This company seeks to possess its brand and corporate image in order to reach the minds of the people of Ambato and not because of the country or even worldwide. The corporate image allows us to create a link between the company and the mind of the user, so that in this way more people can be reached through an icon that is easier to remember than any text or name. It also seeks that the company can gain more popularity with the positioning of the image and in turn stand out against the competition Within this research work we will find varied information on the positioning as well as on the corporate image that is being created, several important concepts are mentioned that facilitate this positioning. In addition to this we can find the brand manual which is a legal document where it is explained In detail each of the characteristics of the corporate image, as well as important data of the company, which help to give an identity and in this way the institution can differentiate itself in the market, always maintaining a prestige that it is a serious, solid company, reliable and with an own identity.Item La imagen corporativa y el Community Manager en Ambavisión canal 2(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-09) Ruiz Vargas, Cristina Elizabeth; Jiménez Sánchez, AlvaroThe present investigation is based on the corporate image with the influence of the community manager in Ambavision channel 2 of the province of Tungurahua, a communication medium that has been transmitting for 29 years, the points analyzed in this work are fundamental to identify the knowledge in the personnel of the institution on the correct management of social networks and virtual platforms. It is important to note that the collection of information was from the place of the facts through surveys and interviews with internal audiences. Their interpretation and analysis contributed to the collection of information to present the conclusions and recommendations that are consistent with the reality of the institution. This work is based on aspects: axiological, legal and philosophical that contribute to the study an added value and that is established in scientific bases giving greater reliability in the data obtained from the research, on the other hand before the survey of the information that was generated by Surveys and interviews proved the hypothesis raised in our work, resulting in generating a viable and effective proposal to improve the conditions in which we work during these years in our field of study.Item Gestión Comunicacional y la imagen corporativa en la Cooperativa de Transporte Cueva Santa del Cantón Pelileo(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-09) Jerez Cando, Luis Israel; Jiménez Sánchez, AlvaroThe development of the present topic of Research based on the "Communicational Management and Corporate Image in the Cooperativa de Transporte Cueva Santa del Cantón Pelileo”, was achieved with the collaboration of partners and executives of the institution. Currently the communication management provided by the institution is empirical, which has some shortcomings that can be corrected over the course of the months in the transport area in the Pelileo Canton. In the same way, the image projected by the entity to the public is scarce, due to the lack of a logo or brand that identifies it as a transport cooperative, for this reason it is of the utmost importance that the institution take measures in this regard, and In this way, we can position the corporate image of the institution in the user's imagination. Once the research was carried out, it was found that the communicational management and corporate image of the institution was deficient, that is why it was proposed to design a communication plan with the aim of improving communication processes and strengthening the institutional image of the Transport Cooperative. Cueva Santa, through communication, marketing and advertising strategies. In addition, it is important that the institution measures the levels of satisfaction of its customers in order to have knowledge of the requirements of users every time they use the transport service.