Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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Start date: 2020Subject: search.filters.subject.ESTRATEGIAS

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    Estrategias de comunicación digital y la percepción de los usuarios de redes sociales durante la campaña electoral de Daniel Noboa a la presidencia de la república en octubre 2023
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Andrade, José Luis; Viteri Torres, Walter Francisco
    This project focuses on the analysis of Daniel Noboa's presidential campaign in Ecuador during the 2023 elections, with an emphasis on communication strategies and persuasive elements used to connect with the electorate. The problems that Noboa addressed, such as insecurity, unemployment and lack of opportunities for young people, are examined, allowing him to establish an emotional connection with the population by demonstrating a deep understanding of their concerns. The campaign is notable for the use of cardboard dolls, known as "Cardboard Noboa", which became a distinctive symbol. In addition, the communication tools used are analyzed, such as social networks, interviews in traditional media and the construction of messages and the color violet used in the campaign. The methodology includes a qualitative study on communication strategies and their impact on the perception of the electorate. The objectives of the analysis are to evaluate the persuasive impact of the positioning strategies applied in favor of the candidate, identify the tactics used by other candidates and compare their effectiveness. The national reality is also considered, including the assassination of Fernando Villavicencio, which influenced the vote by generating an emotional response among Ecuadorians. This comprehensive approach provides a clear vision of how communication strategies managed to connect with voters and position Noboa as a viable option to lead the country
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    Social Media marketing en las empresas comerciales: una herramienta que influye en la comunicación digital e intención de compra del usuario del cantón Ambato
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Barragán Vilcaguano, Roberth Andrés; Proaño Zurita, Jenny De Los Ángeles
    Despite the benefits and opportunities offered by digital communication through consumer-oriented social media marketing, a series of problems and challenges associated with this practice have also been identified, such as information overload, trust and credibility. Therefore, the objective of the research was to analyze the impact of the social media marketing tool on the digital communication of commercial companies for the interpretation of the purchase intention of the digital consumer of the Ambato canton. To this end, it was decided to use the mixed approach, since it will allow data to be collected from a representative sample of the study population, which will facilitate the extrapolation of the results to the entire population of the Canton. To determine the study sample, 5% of the error level and 95% of confidence were considered, where the total value was 383 surveys for the research, which resulted in 383 economically active users. To tabulate the results, the SPSS statistical software was used, which was used to carry out the descriptive analyses, the factor analysis in order to extract the main components and the testing of hypotheses through Spearman's Rho. The analyzes show that three key factors: Social media, open market orientation and behavioral intentions together explain 70% of the variation in the data. This important contribution demonstrates that these factors are not only fundamental to understanding consumer behavior, but are also key success factors in identifying and understanding consumer motivation. Finally, these results highlight the importance of incorporating these aspects into your digital marketing tactics to achieve effective and specific communications in the social media environment
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    Integración de la Inteligencia Artificial con otras tecnologías en la creación decontenidos para redes sociales
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-10) Cabay Calderon, Cristopher Gabriel; Proaño Zurita, Jenny de los Ángeles
    Artificial Intelligence (AI) has revolutionized the market in different parts of the world, making users' lives easier and improving interaction between companies and customers. This research project focuses on the adoption of Artificial Intelligence in social media content creation strategies. AI possesses a great transformative power, although it also presents challenges such as mistrust, security risks, and concerns about unemployment. However, ArtificialIntelligence is rapidly evolving and represents significant potential for social benefit. The overall objective of this study is to evaluate how the integration of Artificial Intelligence enhances the effectiveness of content creation and personalization on social media platforms for companies. This will help determine the feasibility of its application in communication strategies, contrasting with manual content creation methods. Data wascollected through surveys conducted in the provinces of Pichincha and Cotopaxi. Artificial Intelligence emerges as a valuable and promising tool in the business environment, as it can generate substantial benefits and improvements in areas such as content personalization, brand positioning, and communication process optimization. However, it is crucial to consider the associated ethical and social challenges and establish comprehensive strategies that combine technology with human talent
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    Tik Tok, una estrategia de marketing digital en los negocios ambateños
    (Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-10) Salazar Guamán, Vanessa Stephaníe; Guamán Guadalima, Nelly Gabriela
    ABSTRACT Social networks have become fundamental communication tools for mankind, this has allowed social, cultural, political, economic and entertainment spaces to be linked and strengthened. Thanks to these digital platforms, access to information has been much faster, even the brand positioning of companies and organizations have benefited. The pandemic caused businesses to decline economically due to the loss of customers, that is when the solution for entrepreneurs was the use of TikTok, it is already a dynamic and creative social network that attracts the attention of the public, it is clear that previously other networks such as Instagram and Facebook were already used, but TikTok caused a stir for being a different platform to the others, and different refers to the fact that it has a number of editing tools, broadcasting and content creation. At this point, the objective of the present research is to explain the importance and level of knowledge of the use of TikTok as a digital marketing tool. For this, a quantitative and qualitative methodology has been implemented, where an interview was conducted with a digital marketing specialist, digital surveys directed to 67 entrepreneurs in the city of Ambato; in addition, using the Likert scale, the level of importance of the use of TikTok as a tool for buying and selling products and services was measured. The results showed that TikTok is useful and important for brand positioning, as long as several parameters are taken into account, including communication strategies, knowledge in editing, target audience to which the content is directed, use of hashtags, among others.
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    Estrategias de comunicación innovadoras y la confianza ciudadana en las instituciones públicas de Ambato
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-09) Naranjo Espín, Erika Pamela; Guamán Guadalima, Nelly Gabriela
    Communication is a key factor in the development of social and professional relationships. For this reason, the development of information and communication technologies (ICT) has encouraged public and private institutions to adapt their strategies to the new needs of the population, as they have the ability to project credibility to build social trust. However, they are also a tool that can discredit the image of a person or institution, such as what is happening in the political sector in Ecuador, as citizens distrust the actions of the president, assembly members, mayors and councilors. In this context, the objective of this research is to find whether there is innovation in the communication products of four public institutions in Ambato, and to analyze the state of citizen trust. For this purpose, the research used qualitative and quantitative methodology, with interviews to five communication specialists, surveys applied to 385 people and comparative analysis of 25 publications describing the content on the social network Facebook. According to the data obtained, there is evidence of a lack of innovation in communication strategies and the style of presenting information, even though, in the case of the Municipality of Ambato, "El Informative" was implemented. In addition, the lack of socialization, compliance with proposals and promotion of citizen participation were also cited as reasons for distrust.
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    La Comunicación mediante el uso de la aplicaciones móviles de medicina en tiempos de pandemia
    (Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-09) Llerena Medina, Jennifer Gabriela; Martínez Bonilla, Carlos Alberto
    Mobile applications are portable tools that allow users to benefit from multiple services. In the context of the Covid-19 pandemic, mobile technology was one of the protagonists in several areas of social life. Apps in the medical field made it possible for users to maintain sporting habits that enable them to cope with stress, and telemedicine services facilitated the resources for medical care to be provided if necessary, and with these options ensured social isolation. This study reflects on the importance and benefits of the use of mobile medical applications in times of pandemic from a communicative point of view. In this sense, the development of the research is feasible because the necessary theoretical background exists, in addition to having all the human and material resources to obtain results in this study. It is also important to point out that a mixed methodology (qualitative and quantitative) was used in this research, in order to expose technological, theoretical and methodological elements, considering also the application of a survey to obtain the necessary data for the analysis and evaluation of results to the students of the Communication degree of the Technical University of Ambato. The main results showed that mobile applications in times of pandemic were important elements for students in the medical area. This allows us to reflect on the role of technology today and its social importance. It also proposes social criticism on the importance of applying efficient communicative alternatives in technology so that the broadcasting of messages of collective interest can successfully reach the target audience.