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Estrategias de comunicación digitales utilizadas en la página de Facebook de rescate animal Ecuador
| dc.contributor.advisor | Montece Moreno, Cindy | |
| dc.contributor.author | Landívar Córdova, Gabriela Marita | |
| dc.date.accessioned | 2023-11-06T15:59:13Z | |
| dc.date.available | 2023-11-06T15:59:13Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15015 | |
| dc.description | Within the next work, Digital communication strategies used in the Facebook page of Rescate Animal Ecuador, there is the problem that Ecuador is a country with high rates of animal abuse, so there are movements such as animal rescue Ecuador, which on its Facebook page promotes the care and calls for the protection of animals, for this they use communication strategies oriented to digital channels. There is the benefit of giving an external view to their strategic communication model and identify if it needs changes, in addition to highlighting successes and useful concepts for other animal rescue foundations. This following the objective of analyzing the digital communication strategies used in the Facebook page of Rescate Animal Ecuador through which it was possible to explore the concepts of animal foundation, digital communication strategies, the needs of communication strategies, animal abuse, social networks, advertising and campaigns. Measured through the inductive-deductive, quantitative and qualitative methodology, with techniques of the interview to a marketing expert and the selected survey to 101 participants. Where it was found that 65% do know any animal rescue foundation, while 35% do not know any animal rescue foundation, while 35% do not know any animal rescue foundation. rescue foundation, while 35% do not know any animal rescue foundation. That communication strategies really require factors such as the target audience, the objectives of the organization the target audience, the objectives of the organization, being able to apply strategies such as awareness campaigns and strategies such as awareness campaigns and online advertising. Concluding that animal rights violations exist in the country, and that these are exposed in Rescate Animal networks, and use effective digital communication strategies through the effective digital communication strategies through the sharing of emotive information that calls for citizen intervention, recommending greater interaction with users in the networks. | es_ES |
| dc.description | Within the next work, Digital communication strategies used in the Facebook page of Rescate Animal Ecuador, there is the problem that Ecuador is a country with high rates of animal abuse, so there are movements such as animal rescue Ecuador, which on its Facebook page promotes the care and calls for the protection of animals, for this they use communication strategies oriented to digital channels. There is the benefit of giving an external view to their strategic communication model and identify if it needs changes, in addition to highlighting successes and useful concepts for other animal rescue foundations. This following the objective of analyzing the digital communication strategies used in the Facebook page of Rescate Animal Ecuador through which it was possible to explore the concepts of animal foundation, digital communication strategies, the needs of communication strategies, animal abuse, social networks, advertising and campaigns. Measured through the inductive-deductive, quantitative and qualitative methodology, with techniques of the interview to a marketing expert and the selected survey to 101 participants. Where it was found that 65% do know any animal rescue foundation, while 35% do not know any animal rescue foundation, while 35% do not know any animal rescue foundation. rescue foundation, while 35% do not know any animal rescue foundation. That communication strategies really require factors such as the target audience, the objectives of the organization the target audience, the objectives of the organization, being able to apply strategies such as awareness campaigns and strategies such as awareness campaigns and online advertising. Concluding that animal rights violations exist in the country, and that these are exposed in Rescate Animal networks, and use effective digital communication strategies through the effective digital communication strategies through the sharing of emotive information that calls for citizen intervention, recommending greater interaction with users in the networks. | es_ES |
| dc.description.abstract | Dentro del siguiente trabajo, Estrategias de comunicación digitales utilizadas en la página de Facebook de rescate animal ecuador, se encuentra la problemática de que Ecuador es un país con altos índice de maltrato animal, por lo que existen movimientos como rescate animal ecuador, que en su página de Facebook promueve el cuidado y llama a la protección de los animales, para ello usan estrategias de comunicación orientadas a los canales digitales. Se encuentra el beneficio de dar una visión externa a su modelo estratégico de comunicación y puedan identificar posibles cambios necesarios, además de resaltar aciertos y conceptos de utilidad para otras fundaciones de rescate animal. Esto siguiendo al objetivo de Analizar las estrategias de comunicación digitales utilizadas en la página de Facebook de Rescate Animal Ecuador a través del cual se pudo explorar los conceptos de fundación para animales, estrategias de comunicación digitales, las necesidades de las estrategias de comunicación, maltrato animal, redes sociales, publicidad y campañas. Medidos a través de la metodología inductiva-deductiva, cuantitativa y cualitativa, con técnicas de la entrevista a un conocedor del marketing y la encuesta seleccionada a 101 participantes. Donde se pudo encontrar que el 65% si conoce alguna fundación de rescate animal, mientras que el 35% no conoce alguna fundación de rescate animal, que las estrategias de comunicación requieren realmente de factores como el público objetivo, los objetivos de la organización, pudiendo aplicar estrategias como las campañas de concientización y la publicidad en línea. Concluyendo que existe en el país violaciones a los derechos de los animales, que estas son expuestas en las redes de Rescate animal, y usan estrategias de comunicación digital efectivas a través de compartir información emotiva que llama a la intervención ciudadana recomendando mayor interacción con los usuarios en las redes. | es_ES |
| dc.format.extent | 40 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 de comunicación | es_ES |
| dc.subject | Rescate animal | es_ES |
| dc.subject | es_ES | |
| dc.subject | Redes sociales | es_ES |
| dc.title | Estrategias de comunicación digitales utilizadas en la página de Facebook de rescate animal Ecuador | es_ES |
| dc.type | bachelorThesis | es_ES |
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