Comunicación Social
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Item El Ship post como estrategia de marketing digital y su incidencia en el proceso de compra en los estudiantes universitarios de la ciudad de Ambato, caso KFces(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Fiallos Sánchez, Diego Arnaldo; Proaño Zurita, Jenny de los ÁngelesThe present research, titled "Ship Post as a Digital Marketing Strategy and Its Impact on the Purchasing Process among University Students in the City of Ambato, Case Study: KFCes", aims to analyze the impact of this type of digital publication on brand perception and purchasing behavior. Ship posts, a type of content characterized by humor and alignment with contemporary trends, have become a marketing strategy utilized by various companies to capture the attention of young audiences. For the development of this study, a quantitative approach was adopted, enabling structured and precise measurement of the effectiveness of this content within the realm of digital marketing. Based on a Likert-scale survey, 387 responses were collected from students at various universities in Ambato. The survey questions focused on analyzing brand positioning, user perception of these contents, emotional connection, and purchase motivation. The findings indicate that ship posts are effective in strengthening brand image on social media, as most respondents had a positive view of this type of content. Moreover, the results show that emotional connections are created with consumers, making KFCes more relatable to its users. Additionally, the study found that while ship posts help in brand recall and generating interest, their direct impact on the act of purchasing warrants more in-depth investigation. In terms of feasibility, the implementation of such content proves effective for younger audiences, who highly value publications that evoke positive emotions. This strategy reinforces the synergy between marketing and digital communication, demonstrating that brands can adapt to current consumption trends. In conclusion, ship posts are a significant tool for connecting with consumers, as they strengthen brand presence on social media and enhance purchase motivation, holding notable relevance in the digital sphereItem La experticia en comunicación digital de los nuevos comunicadores de la Universidad Técnica de Ambato y su inserción laboral(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Flores Almeida, Martín; Ortega Arcos, Wagner EnriqueEvery year the Technical University of Ambato provides new graduates of the communication career, all in search of the same objective to start their working life as soon as possible, in an increasingly interconnected world there are various knowledge and expertise in digital communication that seek the companies at the time of hiring. It is for this reason that the present research aims to determine the expertise in digital communication that the new UTA communicators have for their job placement, and also seeks to evaluate the estimated time it takes for new graduates to enter the labor field at the same time. as well as analyzing the main specific competencies that they provide in the workplace, as well as relating the factors that have contributed the most to academic training. The methodology used for this research is mixed, since it will help us to qualitatively and quantitatively understand the information received and processed by the new graduates. Obtaining conclusions that the level of expertise that the new communicators have is medium, with an approximate job insertion of less than a year where the skills that stand out the most are digital marketing, multimedia production and other digital skills.Item Comunicación estratégica digital en las Redes Sociales de FULL TECNOLOGÍA FULLTEC CIA. LTDA(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Sánchez Gamboa, Richard Raúl; Tamayo Rodríguez, Alicia PaulinaCommunication is an indispensable tool for human beings in any area of their lives, being studied by large companies to know how to transmit a message efficiently. Aspects that were previously believed to be irrelevant to the positioning of a product began to be of greater interest with the development of technology. Diffusion channels began to open at the same time as human development, press, radio, television, were the most used media when wanting to send a message, until the arrival of the internet. Here digital communication is born, starting as a way of adapting traditional methods to the web, until becoming part of the culture of many parts of the world. In this research, the content of the social networks (Instagram, Facebook and TikTok) of the company FULL TECNOLOGÍA FULLTEC CIA is analyzed. LTDA, in order to measure the impact of its communication strategies, finding patterns that can be improved through discussion with authors. For its execution, a matrix was developed where the communicative intention of each image, video, photograph, promotion, etc. was placed, in addition to its respective analysis that highlights the elements with meaning that it presents to us, in order to understand their little or much interaction. At the end of the investigation, little relevance is evident in the content of their social networks, by making strategies that do not use the elements of their context to create interest, by creating publications far from Ecuadorian trends, which avoids a real connection between the company and its followersItem La plataforma OnlyFans, entre la economía sexual y la venta de la intimidad(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Rojano Cofre, Carolina Lizbeth; Vayas Ruiz, Eliza CarolinaThe present research work is focused on analyzing the content related to the sexual economy and the sale of privacy within Gemma McCourt's profile on OnlyFans. Taking into account that virtual platforms have become a space in which intimacy is exposed directly to the margin of privacy allowing access to all kinds of people, it also becomes a source of work and, therefore, generates income in its users. The objective of this study is to analyze the OnlyFans platform as a scenario for an economy of the body, sexuality and the sale of intimacy, so a descriptive and explanatory research was developed, of qualitative and quantitative nature, where content analysis of the photos, videos and other publications made by McCourt in the years 2022 and 2023 was carried out. The results determined that both the sexual economy and the sale of intimacy are present in the OnlyFans profile of the person under investigation, i.e., there is an exchange of money for sexuality and the intimate life is exposed to each of its subscribers. Finally, it is concluded that although there are several digital platforms similar to OnlyFans in which all types of individuals can dabble, women are the ones who in greater numbers perform virtual sex work and thus generate profits to meet their needs, stereotyped by the perfect body, of course, however, the possibility of possible studies in which the male gender is the protagonist of such further research is left openItem Comunicación digital para el servicio social enfocado en el intercambio de medicina(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) López Pérez, Joselyn Rosario; Herdoíza Mancheno, Franklin GermánicoDigital communication has revolutionized the way we connect and share information in all areas of life, including social service. In particular, medicine exchange has benefited from numerous digital tools available today. This executive summary focuses on the thesis topic "Digital communication for social service focused on the exchange of medicine." The main objective of this research is to analyze how digital communication can improve the exchange of medicine in the field of social service. Firstly, the main digital tools that could be used in the exchange of medicine are examined, especially the social network Facebook. This tool provides efficient channels to connect with the community, social service organizations, and patients, facilitating the transfer of knowledge and the need for medical resources. In addition, the benefits of digital communication in social service are analyzed. These include quick access to updated information, the possibility of collaboration with the Ambateño community, and the creation of support networks among patients. For this process, it was necessary to apply a mixed methodology, that is, a quantitative and qualitative approach, for which it was required to obtain information through surveys and interviews, thus allowing us to know how Facebook users seek to share and exchange medicine, in such a way. So, this study allowed a large percentage of the Ambateño community to benefit, thus demonstrating the great relationship between digital communication and social serviceItem 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 FranciscoThis 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.Item La Pragmática de los Emojis en la Comunicación Digital(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-03) Cevallos Sevilla, Mayra Estefanía; Viteri Torres, Walter FranciscoThe research is part of the project: “NETNOGRAPHY AND DIGITAL COMMUNICATION IN TIMES OF PANDEMIC AND/OR POST-PANDEMIC COVID 2019", belonging to the Domain Social, Democratic and Educational Strengthening, of the Faculty of Jurisprudence and Social Sciences, with the Research Lines Communication, Society, Culture and Technology and Social Exclusion and Integration. Due to the emergence of the Internet and social networks such as WhatsApp, users communicate virtually through video calls, emojis, among other tools. For this reason, it is important that the communication established between individuals is understood from the pragmatic point of view to understand the use and meaning that each one provides to these spellings. The research aims to describe the use and meaning of emojis in digital communication in the WhatsApp application of students from the first to sixth semester of the Communication career at the Technical University of Ambato. The methodology used in the project was only of a qualitative, bibliographic-documentary, field and netnographic nature with the technique of observer participant in the WhatsApp chat, also, a data collection matrix, a netnographic and interview guide were applied. With these instruments, factors such as: the frequency and the meaning of the participants' emojis were analyzed. The results indicate that users give emojis different uses and meanings to the original. Even when they have different perceptions, they correctly apply language in a certain context within their conversationsItem Representación de los imaginarios cotidianos y romanticismo de la cultura otavaleña en YouTube(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03) Mesías Urrutia, Danny Alexander; Viteri Torres, Walter FranciscoThe research is part of the project: "NETNOGRAPHY AND DIGITAL COMMUNICATION IN TIMES OF PANDEMIC AND/OR PANDEMIC COVID 2019", which belongs to the Social Srengthening, Democratic and Educational domain, of the Faculty of Jurisprudence and Social Sciences, with the Research Lines of Communication, Society, Culture and Technology, and Exclusion and Social Integration. This research is based on describing the construction of representation of everyday imaginaries under the Theory of Representation exposed by Stuart Hall, and the Romanticism of the Otavalo culture in the YouTube platform from the theory of Jesús Martín-Barbero The people-myth: romantic versus enlightened in: From the media to mediations through the audiovisual cinema. The research used the qualitative methodology with the discourse analysis of the video "Oath to the flag" taken from the YouTube channel Fernando Otv. The analysis was carried out through the reflective, intentional, meaning constructivist, linguistics, difference, anthropological and psychoanalytic approaches. The data was obtained through netnography, which permitted to comprehend how, through audiovisuals, sociocultural stereotypes are built in the collective unconscious of society, and how the sense of personal identity has been generated based on experiences of each person. Discourses that simulate the reality of a culture end up generating a fictitious and distorted reality different from what truly represents a culture in society, taking into account that the same people from a collective have been in charge of romanticizing a culture.Item Comunicación digital y cobertura periodística en redes sociales del Club Deportivo Macará(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Rosero Villacís, Omar Germán; Martínez Bonilla, Carlos AlbertoThe Digital Communication and journalistic coverage on digital platforms have had a very significant boom not only in Ecuador but also in Latino America and the world, whether in the sports, social and economic part, this is how they are driven to create various methods and strategies to reach any target audience within the different digital platforms , since not being present in them today is not an option. The research determined the importance of digital communication and journalistic coverage on the social networks of club Deportivo Macará, in order to improve and potentiate the contents with in the different digital channels of the club. The research has made clear the objectives both general and specific that have allowed to determine the importance of being present in digital social networks today, as do various sports teams around the world with criteria, responsibility and generating content according to the reality of the context in which the research was developed. The support of club Deportivo Macará was important in research since through its digital channel and its followers have obtained relevant and important data and information, supporting the improvement and potentiate institutional social networks, to afford alternatives and communication elements for development in each of the social networks used with in the club , the rise of Ecuadorian soccer in international turners allow the eyes of the world to pay attention to Ecuadorian soccer, and what a link more, than social networks to know the institutional, sports and human aspect of Club Deportivo Macará.Item El sexting en la aplicación whatsapp de los jóvenes Universitarios(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-08) Salas Robalino, Carlos Andrés; Martínez Bonilla, Carlos AlbertoSexting is a phenomenon driven by the diversity of digital devices and the accessibility that young people have every day at an earlier age. Sexting is present in the digital communication of young university students, which can lead to problems related to the misuse of technology. The use of WhatsApp is common since it has ease of interaction through text, audio and video, in which content is sent, sent or received. The results show an acceptance in the cultural and social environment; however, the misuse of this practice could harm one or more people. Through a qualitative and quantitative study, digital communication of several advantages that are positive for dialogue and interactivity between people was determined; Likewise, the university women found will be the people who frequently use this activity. In turn, consider that it is not done with social problems in studies due to the dissemination of sexual content on the WhatsApp social network. The variation of digital communication, new technologies and the appearance of digital applications for communication, make communication development and viability more and more immediate. It merits a responsible and adequate use of this activity, specifies the preparation of workshops, tutorials, publications, arts, generated from higher education institutions, where the theme of the sea on the limitations and consequences of current Information and Communication Technologies .