Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook
Currently the globalized world has become matter of public interest, it can be seen that the migration of public or private organizations towards digitization is imminent, this in order to obtain two-way communication with society, is why Through this investigative work it is intended to analyze the...
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| Format: | bachelorThesis |
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2021
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| Accés en línia: | http://dspace.utb.edu.ec/handle/49000/9889 |
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Afegir etiqueta | _version_ | 1860326256102342656 |
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| author | Paguay Zambrano, María de los Ángeles |
| author_facet | Paguay Zambrano, María de los Ángeles |
| author_role | author |
| collection | Repositorio Universidad Técnica de Babahoyo |
| dc.contributor.none.fl_str_mv | Andrade Bazán, Mónica Joselyn |
| dc.creator.none.fl_str_mv | Paguay Zambrano, María de los Ángeles |
| dc.date.none.fl_str_mv | 2021-06-20T23:57:29Z 2021-06-20T23:57:29Z 2021 |
| dc.format.none.fl_str_mv | 26 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://dspace.utb.edu.ec/handle/49000/9889 |
| dc.language.none.fl_str_mv | es |
| dc.publisher.none.fl_str_mv | BABAHOYO: UTB, 2021 |
| dc.rights.none.fl_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Técnica de Babahoyo instname:Universidad Técnica de Babahoyo instacron:UTB |
| dc.subject.none.fl_str_mv | Comunicación digital Fan page Interacción |
| dc.title.none.fl_str_mv | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | Currently the globalized world has become matter of public interest, it can be seen that the migration of public or private organizations towards digitization is imminent, this in order to obtain two-way communication with society, is why Through this investigative work it is intended to analyze the strategic digital communication of the page "Chone Resurge por Ti" on the Facebook platform. Which was analyzed through a mixed methodology with qualitative and quantitative approaches, which were applied based on the direct observation technique supported by an observation sheet. In addition, based on the interview technique, a questionnaire was applied to the Communication Directorate of the GAD Chone, which allowed to show the communication strategies, the target audience, the content of greatest interest, among other points that weight the page as a source of truthful information for the community in general, since it promotes its care and inclusion. This is how it is possible to see that the fan page handles a clear and concise language, in such a way that it is reflected in the interaction of the contents causing acceptance, feedback and, most importantly, user loyalty. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UTB_3b86aeda797286f553fe2afa345ec4dd |
| instacron_str | UTB |
| institution | UTB |
| instname_str | Universidad Técnica de Babahoyo |
| language_invalid_str_mv | es |
| network_acronym_str | UTB |
| network_name_str | Repositorio Universidad Técnica de Babahoyo |
| oai_identifier_str | oai:dspace.utb.edu.ec:49000/9889 |
| publishDate | 2021 |
| publisher.none.fl_str_mv | BABAHOYO: UTB, 2021 |
| reponame_str | Repositorio Universidad Técnica de Babahoyo |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyo |
| repository_id_str | 0 |
| rights_invalid_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ |
| spelling | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma FacebookPaguay Zambrano, María de los ÁngelesComunicación digitalFacebookFan pageInteracciónCurrently the globalized world has become matter of public interest, it can be seen that the migration of public or private organizations towards digitization is imminent, this in order to obtain two-way communication with society, is why Through this investigative work it is intended to analyze the strategic digital communication of the page "Chone Resurge por Ti" on the Facebook platform. Which was analyzed through a mixed methodology with qualitative and quantitative approaches, which were applied based on the direct observation technique supported by an observation sheet. In addition, based on the interview technique, a questionnaire was applied to the Communication Directorate of the GAD Chone, which allowed to show the communication strategies, the target audience, the content of greatest interest, among other points that weight the page as a source of truthful information for the community in general, since it promotes its care and inclusion. This is how it is possible to see that the fan page handles a clear and concise language, in such a way that it is reflected in the interaction of the contents causing acceptance, feedback and, most importantly, user loyalty.Currently the globalized world has become matter of public interest, it can be seen that the migration of public or private organizations towards digitization is imminent, this in order to obtain two-way communication with society, is why Through this investigative work it is intended to analyze the strategic digital communication of the page "Chone Resurge por Ti" on the Facebook platform. Which was analyzed through a mixed methodology with qualitative and quantitative approaches, which were applied based on the direct observation technique supported by an observation sheet. In addition, based on the interview technique, a questionnaire was applied to the Communication Directorate of the GAD Chone, which allowed to show the communication strategies, the target audience, the content of greatest interest, among other points that weight the page as a source of truthful information for the community in general, since it promotes its care and inclusion. This is how it is possible to see that the fan page handles a clear and concise language, in such a way that it is reflected in the interaction of the contents causing acceptance, feedback and, most importantly, user loyalty.En la actualidad el mundo globalizado se ha convertido en un tema de interés público, se puede ver como la migración de organizaciones públicas o privadas hacia la digitalización es inminente, esto con el fin de obtener una comunicación bidireccional con la sociedad, es por lo que a través de este trabajo investigativo se pretende analizar la comunicación digital estratégica de la página “Chone Resurge por Ti” en la plataforma de Facebook. El cual se analizó, a través de una metodología mixta con enfoques cualitativos y cuantitativos, que se aplicaron en base a la técnica de observación directa sustentada en una ficha de observación. Además, en función a la técnica de entrevista se aplicó un cuestionario de preguntas a la Dirección de Comunicación del GAD Chone, que permitió evidenciar las estrategias comunicacionales, el público objetivo, el contenido de mayor interés, entre otros puntos que ponderan a la página como una fuente de información veraz para la comunidad en general, puesto que en ella se promueve el cuidado y la inclusión de la misma. Es así como se logra ver que la fan page maneja un lenguaje claro y conciso, de tal manera que se refleja en la interacción de los contenidos ocasionando aceptación, feedback y lo más importante la fidelización de los usuarios.BABAHOYO: UTB, 2021Andrade Bazán, Mónica Joselyn2021-06-20T23:57:29Z2021-06-20T23:57:29Z2021info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis26 p.application/pdfhttp://dspace.utb.edu.ec/handle/49000/9889esAtribución-NoComercial-SinDerivadas 3.0 Ecuadorhttp://creativecommons.org/licenses/by-nc-nd/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Técnica de Babahoyoinstname:Universidad Técnica de Babahoyoinstacron:UTB2022-02-08T08:23:03Zoai:dspace.utb.edu.ec:49000/9889Institucionalhttp://dspace.utb.edu.ec/Universidad públicahttps://utb.edu.ec/http://dspace.utb.edu.ec/oai.Ecuador...opendoar:02026-03-21T23:29:22.776966Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyotrue |
| spellingShingle | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook Paguay Zambrano, María de los Ángeles Comunicación digital Fan page Interacción |
| status_str | publishedVersion |
| title | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook |
| title_full | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook |
| title_fullStr | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook |
| title_full_unstemmed | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook |
| title_short | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook |
| title_sort | Análisis de la comunicación digital estratégica de la página Chone Resurge Por Ti en la plataforma Facebook |
| topic | Comunicación digital Fan page Interacción |
| url | http://dspace.utb.edu.ec/handle/49000/9889 |