Comunicación Social

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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.
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    Comunicación política y el uso de los medios de Comunicación para la campaña electoral de la Alcaldía de la ciudad de Ambato 2019
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-11) Villarreal Caiza, Eteven Fabricio; Ortega Arcos, Wagner
    The city of Ambato, located in the fifth position at the level of cities with the greatest number of inhabitants in the country, is considered as an electoral stronghold, this in the presidential elections and even more in its geographical delimitations. As a great challenge take the candidates who, every four years, fight tirelessly to be the burgomaster of the land of the three Juanes. Thousands of flyers, banners, brochures, T-shirts, among others, are the resources that, without having more study, the candidates carry out, that is, they do not have the real and truthful information that a political communicator could give, far from being conceptualized the latter as an element only of the journalistic world, without taking the necessary attention that all the other virtues of the social communicator generated a higher learning result working together. The realization of a study like the one in this research is a very high economic cost, but that reflected in results is priceless. It seeks to understand how the elector or voter thinks in their different localities, because of which phrases or slogans generate mutual affinity, palpate the different needs that require sectors of the city, taking advantage of the advantages that the town has at the time of opting for the politics. Establishing bonds of communion between traditional media (radio, written press, television) and the use of a political communication is the end, also keeping in mind the differences that can be found. Politics in the country is a subject of great relevance, the dominant elites and the people are the main actors of the democratic system, since without them, and dictatorship and anarchy will prevail, violating the rights and principles of all. Faced with this and without giving it the necessary importance, the participants in honest work in every sense are those who come to power, in the same way you cannot be just an observer, having the resources and skills put to change the styles of government rooted in the country. With the purpose of creating an affinity relationship between the Social Communicator (political communication consultant) and the candidate or politician who is ready with his political campaign, this research is born through the questions that are forming during the course, such as : differentiate the public in each sector of the city, take advantage of technological platforms as an innovative means of mass access, create timely communication strategies, and more, immersed in an electoral campaign plan that people may have as an alternative when it comes to generate more voters related to your party or campaign.
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    La comunicación institucional y la imagen corporativa del Gobierno Autónomo Descentralizado Parroquial Augusto Nicolás Martínez
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-06) Vega Gamboa, Jessica Yesenia; Ortega Arcos, Wagner
    This research presents and analyzes the institutional communication and the corporate image of the Autonomous Decentralized Parochial Government Augusto Nicolás Martinez, with the intention of achieving greater profitability and scope of the objectives in the organization, since institutional communication has become a tool viable to optimize performance, given that its purpose is to integrate into the institution innovative elements that place the organization in a clear situation of competitive advantage. In addition, in the present work a literature, field and action research is employed, as well as using a data collection plan; where, the investigation techniques are the interview and survey, the same ones that were applied to the authorities and residents; obtaining as a result the importance of developing an optimal institutional communication, so that the corporate image of the GAD improves remarkably. Also, the development of an academic article has been taken into consideration, in which the relevant factors that must be taken into account are exposed so that the institutional communication, in any of the organization, favors the value formation process corporate, in the same way that gives a broad and dizzying vision of those who work; in a way that leads to the progress of the institution.
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    La Educomunicación y el contenido de los programas de Educa Radio en los estudiantes del décimo "A" de la Unidad Educativa Fe y Alegria de la Ciudad de ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Amores Flores, Edisson Fernando; Tamayo Rodriguez, Alicia Paulina
    The research carried out is based on creating new educommunicational contents for the academic use by the children of the educational unit, faith and joy, the same that are supportive as learning strategies, thus encouraging the use of a great means of communication As is the radio. The educomunicacionales products a strategy of communication and education, that is applied in realizing audios content. Educative, cultural, social and of values. This can be disseminated through the radio company educates at regional and national level. For this reason, to create new educomunicacionales contents, it is important that there are fresh ideas and approaching more important subjects, especially when they approach very important subjects referring to the province of Tungurahua and not losing the good customs that leave from the house and they are demonstrated in the day a day. These contents will be rebroadcast by radio to learn, as they are of great interest to the children, is to give a tool and learning strategy which by listening to such information is saved, the clearest and most explicit ideas of each content emitted it Which the students of the tenth "A" of the Educational Unit Fe y Algeria are the main beneficiaries of knowing how to take advantage of the benefits of educommunicacion as a whole as a method of learning avoiding common ways of learning.
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    Educomunicación y estrategias comunicacionales aplicadas a la promoción Eco Turistica en la comunidad San Luis de la Parroquia Juan Benigno Vela del Canton Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2017-11) Palacios Vargas, Fabiola Elizabeth; Barrios Mesa, Reinier
    This research project aims to benefit the community by providing information and promotion tools for the promotion of the eco-tourism sector and the development of the economy in the community. Communication strategies are based on defining objectives to achieve objectives, taking into account the path that leads to achieve them, without neglecting that there are HUMAN BEINGS with beliefs, interests, preferences, ideals etc., trying to include strategies. Frequently it generates documents that say what to do, without specifying how to reach people. When designing a strategy, consideration should be given to how people who tend to align with the ideas discussed above cooperate to achieve the stated objectives and those who disagree are not considered as obstacles to the achievement of the objective. At the same time, communication is a means that provides the possibility of generating trust, effectiveness, respect and well-being. López Viera (2003) states that communication strategies are a series of planned and planned actions that are implemented based on interests and needs, in a space of human interaction in a variety of times. The strategy takes a principle of order and intervention on an established situation. A communication strategy then tries to show a new reality (inform), question and review the previous (generate opinion) and modify practices and attitudes to later make decisions. From this starting point the communication strategies are applied to eco-tourism promotion, in order to generate economic and social development in the community.