Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Facebook: promoción de emprendimientos juveniles en la ciudad de Latacunga(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-09) Guanoluisa Portugal, Karen Anabel; Herdoiza Mancheno, Franklin GermánicoLiving in an era where technologies continue to advance and digital media now occupy a greater space in everyday life, young entrepreneurs seeking to increase the reach of their products or projects in society must view digital media as a significant advertising advantage and opportunity. That's why this thesis aims to visualize and understand how young entrepreneurs use the digital platform Facebook to promote their products. Specifically, it examines their use of the platform's structure, messaging, timing, and advertising tools such as videos, audios, graphics, and more, which enhance audience engagement within the city of Latacunga. It's important to note that being an entrepreneur involves technical knowledge in various areas. Thus, this research focuses on the communication aspect of digital media combined with advertising. The methodology employed is a mixed approach, utilizing both quantitative and qualitative methods, including content analysis from a qualitative perspective. Techniques such as interviews, surveys, and content analysis were used to gather information thus allowing us to know that Facebook is the best option for network advertising strategy, which has allowed a substantial change in the growth and visibility of businesses, and that also covers their needs such as showing their products, talents, achievements and projects that allow a better relationship with society.Item Percepción del contenido publicitario en las transmisiones en vivo del canal digital ambato emprende TV(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-03) Sandoval Castro Leslie Alejandra; Naranjo Gamboa, Byron OrlandoDigital channels are a means of communication that is currently used constantly and as a result of the pandemic, entrepreneurs sought ways to promote themselves through these broadcasting spaces. The digital channel Ambato Emprende TV, created by councilwoman Salomé Marín, is a tool that promotes the enterprises of the city. In January and February 2021 live broadcasts were made with interviews to Ambato businesses, with the strategy of conducting a raffle at the end of each interview to publicize the venture, depending on the category of each week. For this reason, the following study analyzes the perceptions of the participants of these interviews to know the level of effectiveness of this channel in terms of marketing strategies and advertising content used. To achieve the stated objectives, a survey and an in-depth interview were conducted, the survey was online with 16 questions, the same that was sent to the participating entrepreneurs; in addition, using the Likert scale, the perception of each of them was determined, measuring the level of satisfaction or if they agreed with the question asked. The in-depth interview was conducted through the zoom platform, to one of the participants, which helped to analyze in detail the aspects to be studied. It is also important to point out that this research is based on authors and theoreticians who base in a bibliographic way to verify the information issued in this research work.