Comunicación Social

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

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Start date: 2020Subject: search.filters.subject.COMUNICACIÓN ORGANIZACIONAL

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Now showing 1 - 7 of 7
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    La comunicación en proyectos de responsabilidad social de Gala Importaciones en la ciudad de Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-15) Chuncha Villegas, Joselyn Abigail; Soto Dávila, Omar Fabricio
    The current research analyzes communication in corporate social responsibility projects at the company Gala Importaciones from Ambato, with the aim of identifying strengths and weaknesses in the development of communication. This study has focused specifically on the company's internal communication, the perspective of each worker was considered for its prior study and analysis. The process of this investigation was based on a mixed-methods approach, as it considered employing research elements such as surveys and interviews with company personnel to analyze communication effectiveness and the possible deficiencies or weaknesses present within the company. The results of this research deduced the presence of a greater number of social responsibility projects aimed at its employees, recognizing Gala Importaciones as an entity that protects and ensures the personal well-being of the company. However, limitations in the communication processes were revealed due to the perceptions of the internal public. These weaknesses are considered very helpful for bringing about changes in communication management, leading to a greater degree of effectiveness in its communication.
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    Gestión de estrategias de comunicación en microempresas de la ciudad de Ambato: caso Almacén Agrícola La Mano Amiga
    (Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01) Pantoja Pérez, Diego Fernando; Ortega Arcos, Wagner Enrique
    This research analyzes the management of communication strategies in microenterprises in the city of Ambato, focusing on the case of Almacén Agricola La Mano Amiga. The study begins by identifying communicational shortcomings in the business, particularly regarding its digital presence and informal use of platforms such as Facebook and WhatsApp. Using a qualitative and quantitative methodology, surveys were applied to the company's regular clients and a situational diagnosis was conducted using a SWOT matrix. The results show a positive evaluation ofthe customer service and trust in the business, but also highlight a lack of planning and coherence in communication. In response, a strategic communication plan was designed, adapted to the real capacities of the store, proposing concrete actions to strengthen its identity, digital presence, and relationship with key audiences. The study concludes that implementing this plan could significantly improve the perception of the business, expand its reach, and professionalize its image in the local market.
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    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 Francisco
    This 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.
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    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 Paulina
    Currently, 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 evident
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    Comunicación Organizacional e Imagen Corporativa del negocio Stylo Propio Ltda.
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-12) Chacha Sanunga, Wendy Katerine; Ortega Arcos, Wagner Enrique
    This 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. This study was carried out from March to June 2022, during which time it was possible to monitor the business and its different areas in order to develop the research based on a 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 reason the workers act as of the communicator in the empirical production of communication products such as videos, memes, photographs and others. The data obtained from the content 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
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    Comunicación organizacional y su incidencia en la imagen institucional de la empresa pública municipal para la gestión integral de desechos sólidos de Ambato
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-07) Pérez Martínez, Alex Paúl; Tamayo Rodríguez, Alicia Paulina
    This thesis focuses on the research and analysis of organizational communication and the impact it has on the institutional image of the Municipal Public Company for the Comprehensive Management of Solid Waste in Ambato (EPM-GIDSA). Its content covers important topics on the subject to achieve the stated objectives and help the public institution, which, being a public entity, has a greater responsibility between society and the community of Ambato. Likewise, it directly and indirectly benefits an entire population with an essential service for a good life, such as the comprehensive management of solid waste in public spaces in Ambato. It should be noted that the methodology applied in this research has an approach based on the mixed paradigm between qualitative methodology and quantitative methodology. The first data collected in this investigative work were collected through surveys applied both internally and externally to the EPM-GIDSA and, of course, they were properly analyzed and interpreted. Finally, it is concluded that the organizational communication of the EPM-GIDSA favorably affects its institutional image, but there are certain aspects in external communication that can be improved to have a greater scope and impact within the society of Ambato. The proposal that arises once the necessary information has been obtained is directed towards communication strategies around the new service provided by the public company to the community
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    Estrategias de Comunicación para el posicionamiento de la Camara de Comercio de Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-01) Morales Jácome, Karen Gioconda; Soto Dávila, Omar Fabricio
    Relevance: The research is immersed in the social sphere specifically in the communication and dissemination of information, as the content management guidelines, creation of messages and appropriate dissemination channels for the timely and effective handling of information from the Chamber of Commerce of Ambato. Relevance: The beneficiaries of the results of the research will be the Communication and Public Relations Area of the Chamber of Commerce of Ambato, the partners that will obtain a new alternative to be adequately informed about the services and benefits offered by the institution and the people directly and indirectly involved with the mentioned guild. Dimension: We project ourselves towards the success of the research, since we encourage the institutional and business development of the Chamber of Commerce of Ambato, through a communication plan that strengthens the strategies used and reaches the desired sectors. Feasibility: This research has a 100% viability, since access to information is granted by the representatives of the institution, who are convinced that through this research the established goals will be achieved and provide their partners with an alternative innovative to learn about the management and work that is done daily at the Chamber of Commerce of Ambato