Jurisprudencia y Ciencias Sociales

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

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Tema: search.filters.subject.ENGAGEMENT

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  • 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.
  • Miniatura
    Item type:Ítem,
    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