1. Uso de los medios sociales por las empresas líderes en telecomunicaciones de Ecuador.
- Author
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Velásquez Benavides, Andrea Victoria, Duque Rengel, Vanessa Karina, and Paladines Galarza, Fanny Yolanda
- Subjects
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DIGITAL communications , *INFORMATION & communication technologies , *WEB analytics , *DIGITAL media , *WEBOMETRICS , *STRATEGIC communication , *PERSUASION (Psychology) - Abstract
In the digital age, companies in pursuit of their interests have been forced to adapt to Communication and Information Technologies, making use of digital media to guarantee their validity. In this context, this study was born, with the objective of analyzing the management of strategic communication 2.0 developed by the main companies in the Telecommunications sector in Ecuador. This research is developed in three stages: the first, applies the bibliographic review to conceptualize and contextualize the evolution of digital communication in the country and in the investigated sector; the second seeks to describe the process of digital communication, through the analysis of the social network Facebook, to achieve this, metrics and Web analytics tools are incorporated; in the third, the communication management 2.0 is analyzed qualitatively. from in-depth interviews with experts in the area. Finally, a triangulation of information is developed that allows to describe communication 2.0. and the challenges of the new digital environment. [ABSTRACT FROM AUTHOR]
- Published
- 2020
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