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Estrategias comunicacionales en redes sociales del candidato a la Prefectura, Johnny Terán, 2023
| dc.contributor.advisor | Campi Cevallos, Cumandá | |
| dc.contributor.author | Gallegos Mosquera, Elizabeth Concepción | |
| dc.date.accessioned | 2023-06-29T22:29:32Z | |
| dc.date.available | 2023-06-29T22:29:32Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14626 | |
| dc.description | Nowadays, communication strategies have become an essential tool for the various leaders of political groups with the aim of transmitting effective messages that attract the attention of the target audience in electoral campaigns. Therefore, it is necessary that these strategies are adequately planned and in accordance with current trends. Nowadays, one of the main communication strategies used is the use of social networks, because they have transformed communication, making it much easier and more direct, leaving behind traditional communication strategies and allowing to obtain effective results. For this reason, the objective is to analyze the communication strategies in social networks applied by the candidate to the Prefecture, Johnny Terán. The case study has a mixed approach since the relevant information and data were obtained through research instruments, observation and interviews. The results reflect that the candidate has a presence in the different social networks, but has only enhanced the Facebook platform; the conclusions are that the communication strategies are relatively good, but can be improved to achieve more and better results. | es_ES |
| dc.description | Nowadays, communication strategies have become an essential tool for the various leaders of political groups with the aim of transmitting effective messages that attract the attention of the target audience in electoral campaigns. Therefore, it is necessary that these strategies are adequately planned and in accordance with current trends. Nowadays, one of the main communication strategies used is the use of social networks, because they have transformed communication, making it much easier and more direct, leaving behind traditional communication strategies and allowing to obtain effective results. For this reason, the objective is to analyze the communication strategies in social networks applied by the candidate to the Prefecture, Johnny Terán. The case study has a mixed approach since the relevant information and data were obtained through research instruments, observation and interviews. The results reflect that the candidate has a presence in the different social networks, but has only enhanced the Facebook platform; the conclusions are that the communication strategies are relatively good, but can be improved to achieve more and better results. | es_ES |
| dc.description.abstract | En la actualidad las estrategias comunicacionales se han convertido en una herramienta esencial para los diversos líderes de grupos políticos con la final de transmitir mensajes efectivos que atraigan la atención del público objetivo en las campañas electorales. Por lo tanto, es necesario que estas sean adecuadamente planificadas y acordes a las tendencias actuales. Hoy en día una de las principales estrategias de comunicación empleadas es el uso de las redes sociales, porque estas han trasformado la comunicación, haciendo que sea mucho más fácil y directa, dejando atrás las estrategias de comunicación tradicionales permitiendo obtener resultados efectivos. Motivo por el cual, presenta como objetivo analizar las estrategias comunicacionales en redes sociales aplicadas por el candidato a la Prefectura, Johnny Terán. El estudio de caso tiene un enfoque mixto puesto que la información y datos pertinentes se obtuvieron por medio de los instrumentos de investigación, ficha de observación y entrevistas. Los resultados reflejan que el candidato tiene presencia en las distintas redes sociales, pero solo ha potenciado la plataforma Facebook; las conclusiones son que las estrategias comunicacionales son relativamente buenas, pero pueden ser mejoradas para alcanzar más y mejores resultados. | es_ES |
| dc.format.extent | 47 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategias | es_ES |
| dc.subject | Estrategias comunicacionales | es_ES |
| dc.subject | Redes sociales | es_ES |
| dc.subject | Comunicación política | es_ES |
| dc.title | Estrategias comunicacionales en redes sociales del candidato a la Prefectura, Johnny Terán, 2023 | es_ES |
| dc.type | bachelorThesis | es_ES |
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