Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item El Ship post como estrategia de marketing digital y su incidencia en el proceso de compra en los estudiantes universitarios de la ciudad de Ambato, caso KFces(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Fiallos Sánchez, Diego Arnaldo; Proaño Zurita, Jenny de los ÁngelesThe present research, titled "Ship Post as a Digital Marketing Strategy and Its Impact on the Purchasing Process among University Students in the City of Ambato, Case Study: KFCes", aims to analyze the impact of this type of digital publication on brand perception and purchasing behavior. Ship posts, a type of content characterized by humor and alignment with contemporary trends, have become a marketing strategy utilized by various companies to capture the attention of young audiences. For the development of this study, a quantitative approach was adopted, enabling structured and precise measurement of the effectiveness of this content within the realm of digital marketing. Based on a Likert-scale survey, 387 responses were collected from students at various universities in Ambato. The survey questions focused on analyzing brand positioning, user perception of these contents, emotional connection, and purchase motivation. The findings indicate that ship posts are effective in strengthening brand image on social media, as most respondents had a positive view of this type of content. Moreover, the results show that emotional connections are created with consumers, making KFCes more relatable to its users. Additionally, the study found that while ship posts help in brand recall and generating interest, their direct impact on the act of purchasing warrants more in-depth investigation. In terms of feasibility, the implementation of such content proves effective for younger audiences, who highly value publications that evoke positive emotions. This strategy reinforces the synergy between marketing and digital communication, demonstrating that brands can adapt to current consumption trends. In conclusion, ship posts are a significant tool for connecting with consumers, as they strengthen brand presence on social media and enhance purchase motivation, holding notable relevance in the digital sphereItem La experticia en comunicación digital de los nuevos comunicadores de la Universidad Técnica de Ambato y su inserción laboral(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Flores Almeida, Martín; Ortega Arcos, Wagner EnriqueEvery year the Technical University of Ambato provides new graduates of the communication career, all in search of the same objective to start their working life as soon as possible, in an increasingly interconnected world there are various knowledge and expertise in digital communication that seek the companies at the time of hiring. It is for this reason that the present research aims to determine the expertise in digital communication that the new UTA communicators have for their job placement, and also seeks to evaluate the estimated time it takes for new graduates to enter the labor field at the same time. as well as analyzing the main specific competencies that they provide in the workplace, as well as relating the factors that have contributed the most to academic training. The methodology used for this research is mixed, since it will help us to qualitatively and quantitatively understand the information received and processed by the new graduates. Obtaining conclusions that the level of expertise that the new communicators have is medium, with an approximate job insertion of less than a year where the skills that stand out the most are digital marketing, multimedia production and other digital skills.Item Comunicación estratégica digital en las Redes Sociales de FULL TECNOLOGÍA FULLTEC CIA. LTDA(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Sánchez Gamboa, Richard Raúl; Tamayo Rodríguez, Alicia PaulinaCommunication is an indispensable tool for human beings in any area of their lives, being studied by large companies to know how to transmit a message efficiently. Aspects that were previously believed to be irrelevant to the positioning of a product began to be of greater interest with the development of technology. Diffusion channels began to open at the same time as human development, press, radio, television, were the most used media when wanting to send a message, until the arrival of the internet. Here digital communication is born, starting as a way of adapting traditional methods to the web, until becoming part of the culture of many parts of the world. In this research, the content of the social networks (Instagram, Facebook and TikTok) of the company FULL TECNOLOGÍA FULLTEC CIA is analyzed. LTDA, in order to measure the impact of its communication strategies, finding patterns that can be improved through discussion with authors. For its execution, a matrix was developed where the communicative intention of each image, video, photograph, promotion, etc. was placed, in addition to its respective analysis that highlights the elements with meaning that it presents to us, in order to understand their little or much interaction. At the end of the investigation, little relevance is evident in the content of their social networks, by making strategies that do not use the elements of their context to create interest, by creating publications far from Ecuadorian trends, which avoids a real connection between the company and its followersItem La plataforma OnlyFans, entre la economía sexual y la venta de la intimidad(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Rojano Cofre, Carolina Lizbeth; Vayas Ruiz, Eliza CarolinaThe present research work is focused on analyzing the content related to the sexual economy and the sale of privacy within Gemma McCourt's profile on OnlyFans. Taking into account that virtual platforms have become a space in which intimacy is exposed directly to the margin of privacy allowing access to all kinds of people, it also becomes a source of work and, therefore, generates income in its users. The objective of this study is to analyze the OnlyFans platform as a scenario for an economy of the body, sexuality and the sale of intimacy, so a descriptive and explanatory research was developed, of qualitative and quantitative nature, where content analysis of the photos, videos and other publications made by McCourt in the years 2022 and 2023 was carried out. The results determined that both the sexual economy and the sale of intimacy are present in the OnlyFans profile of the person under investigation, i.e., there is an exchange of money for sexuality and the intimate life is exposed to each of its subscribers. Finally, it is concluded that although there are several digital platforms similar to OnlyFans in which all types of individuals can dabble, women are the ones who in greater numbers perform virtual sex work and thus generate profits to meet their needs, stereotyped by the perfect body, of course, however, the possibility of possible studies in which the male gender is the protagonist of such further research is left openItem Comunicación digital para el servicio social enfocado en el intercambio de medicina(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) López Pérez, Joselyn Rosario; Herdoíza Mancheno, Franklin GermánicoDigital communication has revolutionized the way we connect and share information in all areas of life, including social service. In particular, medicine exchange has benefited from numerous digital tools available today. This executive summary focuses on the thesis topic "Digital communication for social service focused on the exchange of medicine." The main objective of this research is to analyze how digital communication can improve the exchange of medicine in the field of social service. Firstly, the main digital tools that could be used in the exchange of medicine are examined, especially the social network Facebook. This tool provides efficient channels to connect with the community, social service organizations, and patients, facilitating the transfer of knowledge and the need for medical resources. In addition, the benefits of digital communication in social service are analyzed. These include quick access to updated information, the possibility of collaboration with the Ambateño community, and the creation of support networks among patients. For this process, it was necessary to apply a mixed methodology, that is, a quantitative and qualitative approach, for which it was required to obtain information through surveys and interviews, thus allowing us to know how Facebook users seek to share and exchange medicine, in such a way. So, this study allowed a large percentage of the Ambateño community to benefit, thus demonstrating the great relationship between digital communication and social serviceItem Estrategias de comunicación digital y posicionamiento de marca en la empresa “Delicias del Mar”(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Sánchez Freire, Danna Carolina; Viteri Torres, Walter FranciscoThis thesis focuses on analyzing digital communication strategies and their impact on the brand positioning of the company "Delicias del Mar." In an increasingly digitized business environment, understanding and optimizing digital communication strategies become crucial for the success and relevance ofbrands in the market. To achieve this purpose, specific objectives were established, namely: identifying the digital communication strategies employed by the company "Delicias del Mar"; diagnosing the brand positioning of the company "Delicias del Mar"; and correlating how digital communication strategies influence brand positioning. Firstly, a thorough content analysis of the most relevant posts on each social media platform where the company is present—Facebook, Instagram, and TikTok—was conducted. It was found that "Delicias del Mar" maintains a strong presence on social media due to the consistent publication of content and its quality. Secondly, surveys were administered to a sample of 370 followers and customers, revealing that the company needs to focus on strengthening its connection with the younger audience and strategically evolving to meet the expectations of the target audience. Additionally, an interview highlighted that the combination of consistency, quality, and relevance in digital communication not only keeps the brand on the public's radar but also contributes to building a positive and distinctive image in the market. "Delicias del Mar" has successfully implemented digital communication strategies, resulting in a solid and attractive market positioning. The combination of innovation, adaptability, and quality in communication has proven essential in building a positive and distinctive image, which are fundamental elements in achieving business success.