Jurisprudencia y Ciencias Sociales

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    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.
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    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.
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    Percepción del contenido publicitario en las transmisiones en vivo del canal digital ambato emprende TV
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-03) Sandoval Castro Leslie Alejandra; Naranjo Gamboa, Byron Orlando
    Digital channels are a means of communication that is currently used constantly and as a result of the pandemic, entrepreneurs sought ways to promote themselves through these broadcasting spaces. The digital channel Ambato Emprende TV, created by councilwoman Salomé Marín, is a tool that promotes the enterprises of the city. In January and February 2021 live broadcasts were made with interviews to Ambato businesses, with the strategy of conducting a raffle at the end of each interview to publicize the venture, depending on the category of each week. For this reason, the following study analyzes the perceptions of the participants of these interviews to know the level of effectiveness of this channel in terms of marketing strategies and advertising content used. To achieve the stated objectives, a survey and an in-depth interview were conducted, the survey was online with 16 questions, the same that was sent to the participating entrepreneurs; in addition, using the Likert scale, the perception of each of them was determined, measuring the level of satisfaction or if they agreed with the question asked. The in-depth interview was conducted through the zoom platform, to one of the participants, which helped to analyze in detail the aspects to be studied. It is also important to point out that this research is based on authors and theoreticians who base in a bibliographic way to verify the information issued in this research work.