Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Estrategias de comunicación digital y la imagen corporativa del Preuniversitario FUNDEL(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Lalaleo Altamirano, Adriana Michelle; Ortega Arcos, Wagner EnriqueThis research project aims to determine the relationship between digital communication strategies and the corporate image of the FUNDEL pre-university institution, considering the role of digital platforms in institutional positioning within the contemporary educational environment. The research is based on background information demonstrating that strategic digital communication management directly impacts the reputation, perception, and credibility of organizations, especially in the education sector. The theoretical framework addresses communication as an essential social process, applied to the organizational sphere and strengthened in the digital environment due to its dynamic, interactive, and immediate nature. Furthermore, it conceptualizes corporate image as comprised of institutional identity, image, and reputation—elements that influence public trust and the consolidation of a strong educational brand. The importance of visual consistency, institutional values, and reputation as determining factors in building a positive image is highlighted. Methodologically, the study adopts a mixed-methods approach, combining quantitative and qualitative data, with a non-experimental, descriptive, and explanatory design. Likert-scale surveys were administered to a sample of 132 students from the FUNDEL preuniversity school in the city of Ambato, supplemented by semi-structured interviews with administrators. These techniques allowed for the analysis of student perceptions, communication practices, and digital planning. Ultimately, the results show that effective management of digital channels and informative, persuasive, and interactive content strengthens the institution's image, improves its positioning, and reinforces its connection with the educational community.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.