La comunicación digital en Facebook de la Asociación de Futbol No Aficionado de Chimborazo, período enero - agosto 2024.
This research analyzed the digital communication of the Chimborazo Amateur Football Association (AFNACH) on its Facebook platform during the period JanuaryAugust 2024, identifying several relevant issues such as discontinuity in the management of its fan pages, the coexistence of two official public...
Gorde:
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| Formatua: | bachelorThesis |
| Hizkuntza: | spa |
| Argitaratua: |
2026
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| Gaiak: | |
| Sarrera elektronikoa: | http://dspace.unach.edu.ec/handle/51000/16469 |
| Etiketak: |
Etiketa erantsi
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Etiketa erantsi | Gaia: | This research analyzed the digital communication of the Chimborazo Amateur Football Association (AFNACH) on its Facebook platform during the period JanuaryAugust 2024, identifying several relevant issues such as discontinuity in the management of its fan pages, the coexistence of two official public profiles, the low quality of the communication products published, and the lack of strategic planning. These deficiencies have caused confusion and concern among followers, damaging the institution's reputation and weakening its relationship with the local sports community. Digital communication has played a fundamental role in strengthening institutional reputation and interacting with users, especially in the sports arena. In this context, the Chimborazo Non-Amateur Football Association (AFNACH) faces the challenge of strengthening an effective communication strategy on its main digital platform: Facebook. The Association has concentrated its entire digital presence on Facebook, transforming it into its sole means of communication within the provincial football community. This reveals a management style that is more empirical than professional, without metrics or evaluation objectives, limiting the reach and guarantee of institutional messages. In conclusion, AFNACH's digital communication requires structural innovation to help move from improvised management to strategic planning. It is recommended that a comprehensive digital communication plan be created that examines content scheduling, the use of metrics and analytics, the variation of formats, and expansion to other platforms and social networks. It is proposed to strengthen institutional identity through trans media narratives, alliances with universities and sports clubs, and more conscious, human, active communication that is consistent with the values of local sport. |
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