Redes Sociales e Imagen Corporativa: El uso de las redes sociales en la construcción de la imagen corporativa de la Unach, 2021
ABSTRACT: The objective of the research is to know how the corporate image of Unach was built in the period July - December 2021 through the social network Facebook. Observe how the University's communication team manages information by creating multimedia content and communication products. In...
Wedi'i Gadw mewn:
| Prif Awdur: | |
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| Fformat: | bachelorThesis |
| Iaith: | spa |
| Cyhoeddwyd: |
2024
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| Pynciau: | |
| Mynediad Ar-lein: | http://dspace.unach.edu.ec/handle/51000/12245 |
| Tagiau: |
Ychwanegu Tag
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Ychwanegu Tag | Crynodeb: | ABSTRACT: The objective of the research is to know how the corporate image of Unach was built in the period July - December 2021 through the social network Facebook. Observe how the University's communication team manages information by creating multimedia content and communication products. In this research, qualitative and quantitative methodology was used, which is based on collecting data through the application of content and results analysis matrices, and interviews with specialists. From the study period, we get a total of 66 publications that have been taken as the object of analysis. Through the results obtained, it can be determined how the Unach fan page has been used to transmit information to its internal and external audience, in addition to the creation of communication content that allows a better understanding of the information directed. Finally, the proposal was determined to prepare a manual for the management of information through the social network Facebook for higher education institutions, which aims to make available an efficient guide for the use of Facebook which serves as a means of disseminating information through digital content, by giving good handling and management to the information we achieve that an institution reaches several prosumers. CHAPTER I: Referential framework – begins with the statement of the problem, the general objective and specific objectives, the justification and importance of this research, with the use of the social network Facebook serving as the basis for research. CHAPTER II: Theoretical framework – This chapter focuses on the theoretical foundation, starting with the concept of communication, followed by the theories to continue with the definition of organizational communication, corporate image, social networks, Facebook, UNACH fan page. CHAPTER III: Research methodology - This chapter is based on the methods, type of research, data collection techniques and instruments, and the population that will be used for the research. CHAPTER IV: Results obtained – This chapter focuses on the analysis and interpretation of the data collected in the content analysis and results analysis. CHAPTER V: Conclusions and Recommendations – As a final part of this research work and based on the stated objectives, conclusions and recommendations will be made. CHAPTER VI: Proposal – The proposal outlined in the objectives is presented, and the bibliography and annexes are also added. |
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