Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
Browse
9 results
Search Results
Item Marketing y publicidad digital para el posicionamiento del emprendimiento de quesos de hoja “san Joaquín” de Latacunga utilizando la red social tik tok(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Salgado Carate, Rieter Ismael; Ortega Arcos, Wagner EnriqueThe research project "Marketing and digital advertising for the positioning of the leaf cheese venture SAN JOAQUÍN de Latacunga using the social network TikTok" explores how digital transformation can benefit the Ecuadorian dairy industry, particularly in the post-pandemic context that has modified consumption habits towards national products. In an environment where the dairy industry is vital to the Ecuadorian economy, the research focuses on the province of Cotopaxi and its value chain, highlighting the challenges faced by producers, especially women, and the need to overcome the intervention of intermediaries that affect product quality and prices. The rationale for the study is based on the socioeconomic importance of the dairy sector in Ecuador, the growth of dairy consumption and the need for digital marketing strategies, especially in social networks such as TikTok, to improve the positioning and competitiveness of local products. The research highlights the relevance of digital marketing as an essential tool for two-way communication, customer loyalty and accurate measurement of results, proposing innovative strategies for dairy companies to adapt and thrive in a constantly changing market. The study implemented a field research methodology with a quantitative approach, using the social network TikTok as the main tool to collect data and promote "San Joaquín" leaf cheese. Resources such as encyclopedias, digital repositories and material tools were used to conduct interviews and questionnaires. The results show that most respondents consider it necessary to improve product presentation and use TikTok to search for food, being familiar with social networks and considering the platform suitable for promoting food products. Marketing campaigns on TikTok are seen as attractive, and customers show willingness to interact with the brand through discounts, contests and entertaining content. The perception of cheese quality is predominantly excellent, and there is wide recognition and consumption of the "San Joaquín" brand in LatacungaItem TikTok como herramienta educomunicacional de la Unidad Educativa Joaquín Lalama(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-09) Sinchiguano Tandazo, Johana Maricela; Naranjo Gamboa, Byron OrlandoIn the present research TikTok as an educommunicational tool of the Joaquín Lalama Educational Unit, the weaknesses and strengths of this platform as a means of learning for the students of the Eighth Year of Basic Education of the Joaquín Lalama Educational Unit were investigated.Exploratory and descriptive methods were used to obtain information on the use of TikTok and through the bibliographic methodology, to know how this platform can be integrated into the educational system.This research seeks to determine if students learn better about different specialties of science with the TikTok platform and if it allows them to improve their knowledge and if it turns out to be an adequate study tool for students and teachers. The study population with which we worked consisted of 70 students and 9 teachers of the eighth year of EGB. The relevant results found were: students learn better about General Culture, Language and Literature, Art and Creativity, if digital platforms are used that allow them to interact and participate, which is why teachers must adapt and integrate this type of tools. and improve their knowledge about the management of social networks, to improve the teaching process and not be just a distraction.Item El lenguaje en uso de la red social TikTok y su significación en los adolescentes de la Primera Iglesia Bautista Filial de la ciudad de Baños de Agua Santa(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03) Castillo Hernández, Sarahí Elizabeth; Naranjo Gamboa, Byron OrlandoThis research was focused on understanding the language used in the TikTok social network and the terms used by influencers or creators of audiovisual content. There was the participation of 10 teenagers between 12 and 17 years old from the Primera Iglesia Bautista Filial of Baños de Agua Santa city. The main objective is to determine the significance of the language in use of TikTok social network in the unit of analysis. The method was based on a qualitative approach and a qualitative-interpretative paradigm. The research made use of interviews to adolescents between men and women. The work was based on Analysis Discourse as a study discipline to understand the meaning of some terms based on the "Theory of speech acts" proposed by John Searle (1994) and as a reference the text "How to do things with words” by John Austin (1955) to analyze the illocutionary act (intention) and the perlocutionary act (reaction). In the research, the terms were identified from the language in use of TikTok social network, then was analyzed how this language is used by teenagers, and next it was described the significance that this had in the unit of analysis. The findings allowed to understand that the use of the terms only applies when they talk with their group of friends and they come to use it even without knowing its meaning because others do. It was verified that the significances of the language in use in the social media TikTok for the teenagers have stationary terms. It was concluded that this language is constantly changing and other words appear that adolescents adopt in their vocabulary, but anyone said that its use brings them something positive or usefulItem 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 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 GabrielaABSTRACT 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.Item Uso de la plataforma Tik Tok y el aprendizaje en estudiantes de bachillerato durante la pandemia de Covid 19(Universida Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales,Carrera de Comunicación Social, 2022-09) Ibarra López, Alison Nicole; Viteri Torres, Walter FranciscoABSTRACT This research will focus on the study of the reasons why young people between 15 and 18 years old, during the covid 19 pandemic, have been attracted to digital platforms, especially TikTok, because it has increased in number of downloads in the last two years and generation Z is the most vulnerable to this type of entertainment. This work will show the changes that have been taking place in this generation Z, where young people are the most connected with technology, social networks and the consumption of entertainment platforms. During the Covid 19 pandemic, society has presented sudden changes in all aspects, however, the accelerated process of adaptation in generations has been evidenced, so it is necessary to know that social networks currently influence development in many cases Of the youngs. Part of the work carried out with this research is knowing a threat, which may not be considered that way, but it significantly influences development if it is not controlled by everyone. Research techniques are also necessary to be able to investigate in depth on the subject, as long as the sources are effective to obtain good conclusions, since social networks increasingly play a fundamental role as an intermediary piece in the interaction.Item TikTok, un escenario superficial que busca profundidad: Campaña de segunda vuelta electoral en Ecuador 2021(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-09) Ramírez Borja, Fernando José; Brito Alvarado, Xavier LeonardoThe central point of this investigation is to indicate how TikTok entered a world where politics was unimaginable. The rigor of a political character is to enter society as a serious person, full of values, willing to help and outside of leisure or entertainment, something totally contrary to the Chinese platform. The Covid-19 pandemic contracted a confinement and social distancing of approximately two years, which caused the electoral campaigns for the elections to the presidency of Ecuador for February in 2021 to require new strategies, new forms and new ways of transporting the message. electoral. The virtual world was the support for people during this confinement, face-to-face classes mutated to digital as well as other social contexts such as work, for example. In this case, the digital networks showed their power to quickly viralize the message, accelerating the change to the virtual was something net of the pandemic, the preparation was a setback and adapting was vital. During the second electoral round in Ecuador, both Guillermo Lasso and Andrés Arauz turned a large part of their communication strategies to digital and traditional media, but it was curious to find that TikTok, a platform that had its peak during the pandemic, the candidates through its strategists strove to be more creative and find a space in young people, which had not been approached.Item 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 AlbertoMobile 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.Item Contenidos mediáticos de la influencer de estilo de vida Paulie Dahl en la red social tik tok y la intervención de sus Seguidores(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-06) Pérez Peralvo, Joselyn Andrea; Viteri Torres, Walter FranciscoSocial networks have had significant growth in the last decade, displacing even traditional media, so influencers have gained ground today, on YouTube, Instagram and Tik Tok. The general objective of this research is to determine the relationship between the media content of the lifestyle Influencer Paulie Dahl in the Tik Tok social network and the intervention of her followers. The methodology used is quantitative, bibliographic and descriptive, the selected technique is content analysis, applying an evaluation sheet to five videos. The following dimensions were evaluated: attributes, influence variables, discursive procedures, followers of the influencers and content through a scale that measures the level of satisfaction of the communication elements present. The findings show that the level of satisfaction with the videos is medium low in relation to the information they provide to the followers, on the other hand it is medium in the affirmation, entertainment and inspiration approach, participation also obtains a medium low index, but It has a large number of followers. Pearson's correlation is low and medium between the dimensions evaluated, the p value does not show significant relationships. It is concluded that the influencers develop videos of interest to their followers, with a focus on entertainment and inspiration, but they are less informative, created with the purpose of obtaining likes or "I like it"