La evolución de los medios de comunicación digitales y su impacto en la competitividad: Un análisis de estrategias y tendencias emergentes.
| dc.contributor.advisor | PhD. Ana Elizabeth Herrera Flores | |
| dc.contributor.author | Briones Tapia Armando David | |
| dc.date.accessioned | 2024-10-09T17:10:53Z | |
| dc.date.available | 2024-10-09T17:10:53Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17447 | |
| dc.description | The research has been carried out considering the evolution of digital media and its impact on competitiveness: An analysis of strategies and emerging trends, where it was identified that in recent years there has been a growth in digital media that use the digital platform of Facebook or YouTube, which has allowed journalism professionals to find an alternative to work in their profession, although they do so informally, these digital media have quite a reach with thousands, hundreds of thousands and millions of reproductions of their videos, which allows them to monetize on digital platforms, and thanks to the audience, receive advertising from companies and ventures that hire them to promote their products or brands. Through a mixed research, non-experimental design, descriptive, documentary and applied, with the use of survey and interview techniques, instruments have been applied to obtain primary information from the study population. The hypothesis was validated with the Chi Square statistical test: The evolution of digital media has a positive impact on business competitiveness. The design of a content grid for a digital communication medium that allows the integration of communities has been proposed. In conclusion, digital media have high levels of acceptance by users of social networks, which allows them to receive advertising to very successfully promote different brands or products, requiring improvement of their content to retain their audience by offering a varied programming. | es_ES |
| dc.description | The research has been carried out considering the evolution of digital media and its impact on competitiveness: An analysis of strategies and emerging trends, where it was identified that in recent years there has been a growth in digital media that use the digital platform of Facebook or YouTube, which has allowed journalism professionals to find an alternative to work in their profession, although they do so informally, these digital media have quite a reach with thousands, hundreds of thousands and millions of reproductions of their videos, which allows them to monetize on digital platforms, and thanks to the audience, receive advertising from companies and ventures that hire them to promote their products or brands. Through a mixed research, non-experimental design, descriptive, documentary and applied, with the use of survey and interview techniques, instruments have been applied to obtain primary information from the study population. The hypothesis was validated with the Chi Square statistical test: The evolution of digital media has a positive impact on business competitiveness. The design of a content grid for a digital communication medium that allows the integration of communities has been proposed. In conclusion, digital media have high levels of acceptance by users of social networks, which allows them to receive advertising to very successfully promote different brands or products, requiring improvement of their content to retain their audience by offering a varied programming. | es_ES |
| dc.description.abstract | La investigación se ha realizado considerando la evolución de los medios de comunicación digitales y su impacto en la competitividad: Un análisis de estrategias y tendencias emergentes, donde se identificó que en los últimos años se ha tenido un crecimiento de los medios de comunicación digitales que utilizan la plataforma digital de Facebook o Youtube, que le ha permitido a los profesionales en el periodismo encontrar una alternativa para laborar en su profesión, aunque lo hacen de manera informal estos medios digitales tienen bastante alcance con miles, cientos de miles y millones de reproducciones de sus videos, que les permite monetizar en las plataformas digitales, y gracias a la audiencia recibir publicidad de empresas y emprendimientos que les contratan para promocionar sus productos o marcas. Mediante una investigación mixta, de diseño no experimental, de tipo descriptiva, documental y aplicada, con el uso de las técnicas de la encuesta y entrevista se ha aplicado instrumentos para obtener información primaria a la población en estudio. Mediante la prueba estadística Chi Cuadrado se validó la hipótesis: La evolución de los medios de comunicación digitales tiene impacto positivo en la competitividad empresarial. Se ha planteado el diseño de una parrilla de contenidos para un medio de comunicación digital que permita la integración de las comunidades. En conclusión, se tiene que los medios de comunicación digital tienen altos niveles de aceptación por los usuarios de las redes sociales, lo que les permite recibir publicidad para promocionar con mucho éxito diferentes marcas o productos, requiriendo mejorar su contenido para fidelizar a su audiencia ofreciendo una programación variada. | es_ES |
| dc.format.extent | 61 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo | es_ES |
| dc.relation.ispartofseries | P-UTB-FCJSE-CSOCIAL-000212; | |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Medios | es_ES |
| dc.subject | Comunicación | es_ES |
| dc.subject | Digital | es_ES |
| dc.subject | Competitividad | es_ES |
| dc.subject.other | COMUNICACIÓN | es_ES |
| dc.title | La evolución de los medios de comunicación digitales y su impacto en la competitividad: Un análisis de estrategias y tendencias emergentes. | es_ES |
| dc.type | bachelorThesis | es_ES |
Files in this item
This item appears in the following Collection(s)
Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 Ecuador