Jurisprudencia y Ciencias Sociales

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/892

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Tipo de acceso: Acceso abiertoTema: search.filters.subject.CREDIBILIDAD DIGITAL

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  • Miniatura
    Item type:Ítem,
    Comunicación digital y estratégico de posicionamiento de una marca personal: los podcasts.
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-09)
    Zapata Jerez, Christian Josué
    ;
    Tamayo Rodríguez, Alicia Paulina
    Digital ecosystems are often presented as spaces saturated with noise and sensationalism, driven by the pursuit of fleeting virality that is used to build a personal brand which, regrettably, is frequently developed without ethics and in an unprofessional manner. As a result, achieving visibility under ethical and professional parameters has become both a strategic and moral challenge. This research analyzes the communication strategies employed by a small number of individuals who can genuinely be considered Spanish-speaking benchmarks, given that they have verifiable trajectories (>5 years) and are committed to value-driven content—such as Luisito Comunica, Rubén Martín Rubio, or Carolina Álvarez—in order to understand how they build credibility, trust, and authentic engagement without resorting to sensationalism or controversy. Within this context, the study is based on a qualitative analysis of their publications, the transmedia formats they use, and the ways in which they interact with their audiences. It also examines strategic vulnerability, understood as the capacity to show their processes and to acknowledge mistakes without falling into victimhood, weakening their authority, or trivializing knowledge. The findings of this study suggest that credibility does not stem from perfection, but rather from the relationship between what is claimed and what is demonstrated through actions. This shows that trust arises from selective transparency rather than total exposure, and that engagement emerges from sustainable rhythms in which reciprocity prevails over algorithm-driven production. Consequently, the study proposes a model focused on building lasting relational capital amid today’s environments of systemic distrust.
  • Miniatura
    Item type:Ítem,
    Estrategias de marca personal para construir credibilidad, confianza y engagement en plataformas virtuales
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-07)
    Torres Yanchapanta, Yessenia Monserrath
    ;
    Vayas Ruiz, Eliza Carolina
    Digital ecosystems often prioritize fleeting virality over ethical sustainability, making credibility a scarce asset within the contemporary professional environment. This research analyzes communication strategies employed by ten verifiable Spanish-speaking benchmarks to understand how they build trust and authentic engagement without resorting to sensationalism. Using a qualitative approach with quantitative support, one hundred publications distributed across YouTube, Instagram, LinkedIn, and TikTok were examined, operationalizing dimensions from Aaker, Jenkins, and Fombrun in an ordinal coding matrix. Findings reveal that credibility does not emerge from perfection, but rather from value predictability and selectively managed transparency. A model of transadaptive authority was identified, where creators maintain a stable identity core while translating their message to specific platform grammars. However, audience participation remains predominantly vertical, with low incorporation of user-generated content and scarce recognition of respectful dissent. Strategic vulnerability functions as an emotional bridge, provided it does not compromise perceived technical competence. Ultimately, personal brand sustainability depends less on massive reach than on the capacity to build lasting relational capital amid environments of systemic distrust, balancing thematic coherence with surgical adaptation to digital formats without betraying the ethical core of professional discourse or falling into excessive commodification of intimacy. This study contributes to understanding how ethical branding navigates the tension between authenticity and algorithmic pressure, proposing that true engagement arises from consistency rather than volume.