Jurisprudencia y Ciencias Sociales

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

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Entre influencers y celebridades: Impacto en las decisiones de compra de la generación Z en jóvenes universitarios de la Carrera de Comunicación de la Universidad Técnica de Ambato
(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20)
Macías Salazar, Angie Lizbeth
;
Lomas Chacón, Pablo Esteban
This study examines the influence of influencers and celebrities on the purchasing decisions of Generation Z, focusing on students from the Communication program at the Technical University of Ambato. Using a mixed-methods approach, the research integrates a quantitative content analysis of a celebrity and five Ecuadorian influencers with a focus group designed to explore perceptions of trust, credibility, and emotional connection among young audiences. Findings show that posting frequency alone does not ensure high levels of engagement. Instead, credibility, authenticity, and message coherence are the factors that most strongly shape the relationship between influencers and Generation Z. Participants expressed a clear rejection of explicit advertising, which aligns with the low engagement rates identified in promotional content. In contrast, lifestyle-oriented posts—presented organically—were perceived as more trustworthy and had greater influence on purchasing decisions. Additionally, the study reveals that Generation Z values transparent communication, consistent behavior, and relatable content from digital creators. While both influencers and celebrities exert persuasive power, the audience’s trust depends on the alignment between the creator’s discourse and actions. Overall, the results highlight that effective digital marketing strategies must prioritize authenticity, emotional connection, and interaction quality rather than follower count or publication volume
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 Ángeles
The 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 sphere
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 Germánico
Living 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.
El contenido subliminal de la publicidad de Coca-Cola y su repercusión en los consumidores
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02)
Romo Chagüezá, Tamara Lissette
;
Gamboa Orozco, Luis Alberto
The present study will develop a research plan where the influence of subliminal messages will be demonstrated, taking into account that subliminals are unconscious reactions of human beings interfering with both visual and auditory messages. The word subliminal means that it goes below the threshold of consciousness and that is why most human beings allow themselves to be influenced by this type of messages through messages and act unconsciously. Taking into account that human beings live in a society of consumerism where it givesus pleasure to spend on the desired product, advertising through this type of subliminalmessages and especially in the Coca-Cola campaign shows us an innate happiness thatwhen acquiring the drink we are going to be happy or have a united family as shown in the campaign, but in reality it is a frustration of desire. The main objective of this research is to reveal the subliminal messages within the different Coca-Cola campaigns, both visual and auditory, to generate some type of emotions. This discourse analysis methodology is based on a pragmatic approach, withan inquiry of type Qualitatively, a questionnaire was carried out to a group of studentsfrom the Technical University of Ambato in the seventh semester, which consisted of both open and closed questions, and a quantitative approach was carried out by observing three Coca-Coca videos
Estratégias publicitarias y la percepción de los socios en las redes sociales de Oscus cooperativa de ahorro y crédito Ltda
(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03)
Jiménez Bonilla, Alejandra Stephanie
;
Proaño Zurita, Jenny de los Ángeles
The present research consisted of analyzing the advertising strategies and the perception that members have on social networks about Cooperativa de Ahorro y Crédito Oscus Ltda. The techniques used in the study were the interview and the survey, directed to the marketing and communications staff of the institution and to the members, respectively. The study on the behavior and perception of members of Oscus Cooperative reveals that digital marketing has surpassed traditional marketing due to the impact generated by the quality of information and advertising content on social networks and the speed of response. The strategies identified in the study focused on the important findings in social networks as a communication tool in the demand for services. Advertising is focused on promotions and discounts (48.94%) rather than attracting new customers (20.74%). Facebook is the most impactful social network with 78.72% uptake, followed by YouTube with 13.83%. Both are valued for their quality of information
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 Gabriela
ABSTRACT 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.
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 Alberto
Mobile 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.
El manejo de Facebook en las campañas publicitarias de la Industria Textil ASOTEXTELLAN en Píllaro
(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-07)
Pérez Panchi Klever Israel, Klever Israel
;
Guamán Guadalima, Nelly Gabriela
This research work, investigates the importance that Facebook currently has in the advertising world, also how convenient it is to have technical and theoretical knowledge in digital marketing when managing the Fanpage of an organization or institution. The objective of this research work is to analyze the management of the Facebook social network in digital marketing. Consequently, it will be determined what are the uses that are given to Facebook when the association makes publicity, it will be identified if there is management before applying an advertising campaign and it will be established what are the mistakes made in the administration of the website. To collect the necessary information as part of the fulfillment of the objectives and verification of the hypothesis, we worked with the qualitative approach that aims to collect information by observing the object or phenomenon of study. Three techniques and methodological tools were used: content analysis, interview and comparative analysis, first through tables of content variables, details were detailed that the Fanpage has, second a script was created and it was applied to three people who have managed or administered the page Facebook of the organization, the comparative analysis was finally carried out to contrast information and verify the presumption, it was concluded that effectively the management of the social network Facebook of the Asociación de Producción Textil el Tesoro de los Llanganates (ASOTEXTELLAN) is unfounded Technicians and theorists. It is highlighted that the people interviewed are aware of the deficiencies that the institutional page has on Facebook and how important this social network is if it is used properly to carry out advertising campaigns. The conclusions and suggestions made in this research work should be accepted for the effectiveness in the administration of the Fanpage of ASOTEXTELLAN and of the other organizations that do not have the knowledge to carry out digital advertising campaigns on Facebook.

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