THE CHIMBORAZO NATIONAL UNIVERSITY BRAND AND ITS POSITIONING IN SOCIAL NETWORKS

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Portada del número 8
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Published: Aug 1, 2019
DOI: https://doi.org/10.37135/chk.002.08.07
Keywords:
positioning, brand, social networks, digital marketing, UNACH

Main Article Content

Manuel David Isín Vilema
Universidad Nacional de Chimborazo, Ecuador
http://orcid.org/0000-0002-6563-6873
Andrés Leandro Rodríguez Galán
Universidad Nacional de Chimborazo, Ecuador
http://orcid.org/0000-0001-5127-3832
Alfredo Astudillo Mamarandi
Universidad Nacional de Chimborazo, Ecuador
http://orcid.org/0000-0001-5204-4927
Roberto Paolo Arévalo Ortiz
Universidad Técnica de Cotopaxi, Ecuador
http://orcid.org/0000-0002-1813-7545

Abstract

The brand UNACH (National University of Chimborazo), has no studies that determine its positioning in the market. The objective of the research was to evaluate the positioning of the UNACH digital brand in the internal and external public of the university. Field research was used, the methods used were: analytical-descriptive and observation. The following instruments were used: the structured observation guide and the survey to analyze the platforms of: Facebook, Twitter, Instagram and YouTube. The information was collected at the four UNACH campuses in the city of Riobamba. As a main finding it was found that the contents that are published and shared in social networks of the National University of Chimborazo are not positioned in the target audience, however they allow to determine the user's interaction with the institutional brand.

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How to Cite
Isín Vilema, M. D., Rodríguez Galán, A. L., Astudillo Mamarandi, A., & Arévalo Ortiz, R. P. (2019). THE CHIMBORAZO NATIONAL UNIVERSITY BRAND AND ITS POSITIONING IN SOCIAL NETWORKS. CHAKIÑAN, Journal of Social Sciences and Humanities, 8, 61-75. https://doi.org/10.37135/chk.002.08.07
Issue
No. 8: Agosto de 2019
Section
RESEARCH ARTICLES

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How to Cite

Isín Vilema, M. D., Rodríguez Galán, A. L., Astudillo Mamarandi, A., & Arévalo Ortiz, R. P. (2019). THE CHIMBORAZO NATIONAL UNIVERSITY BRAND AND ITS POSITIONING IN SOCIAL NETWORKS. CHAKIÑAN, Journal of Social Sciences and Humanities, 8, 61-75. https://doi.org/10.37135/chk.002.08.07

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