THE CHIMBORAZO NATIONAL UNIVERSITY BRAND AND ITS POSITIONING IN SOCIAL NETWORKS
Article Sidebar
Main Article Content
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.
Downloads
Article Details
Conference Proceedings Volume
Section
Responsibility of the authors:
The authors are responsible for the ideas and data collected in the manuscripts. They are additionally accountable for the fidelity of the information, the correction of the citations, the right to publish any material included in the text, and the presentation of the manuscript in the format required by the Journal (WORD template). A manuscript forwarded to CHAKIÑAN must not have been published before, nor must it have been submitted to another means of publication.
Copyright:
Published articles do not necessarily compromise the viewpoint of the CHAKIÑAN JOURNAL. The Journal is aligned to the policy of the licence de Creative Commons Reconocimiento-No comercial 4.0 Internacional (CC BY-NC 4.0). Each author retains the right to the paper published in the Chakiñan journal.
Privacy statement
The personal data and email addresses entered in this magazine will be used exclusively for the purposes stated by the publication and will not be available for any other purpose or person.
How to Cite
Share
References
Aguilar, S. (2005). Fórmulas para el cálculo de la muestra en investigaciones de salud. Salud en Tabasco, 11(1-2), 333-338.
Castañeda, L., & Gutiérrez, I. (2010). Redes sociales y otros tejidos online para conectar personas. Aprendizaje con redes sociales. Tejidos educativos para los nuevos entornos, 17-39.
Del Alcazar, J. E. (22 de febrero de 2017). Ranking Redes Sociales, Sitios Web y Aplicaciones Móviles Ecuador 2017 [Mensaje en un blog]. Recuperado de Formación Gerencial http://blog.formaciongerencial.com/ranking-redes-sociales-sitios-web-aplicaciones-moviles-ecuador-2017/
Freeman, E. (1984). Strategic Management: A Stakeholder Approach. Boston: Pitman.
Ghodeswar, M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of product y brand management, 17(1), 4-12.
Herrera, L. (2004). Tutoría de la Investigación Científica. Ambato: Gráficas Corona.
Kotler, P. (2011). Social marketing: Influencing behaviors for good. Sage.
Laborda, A. (26 de febrero de 2015). ¿Cómo definimos el branding de una empresa para construir la marca? [Mensaje en un blog]. Recuperado de https://mglobalmarketing.es/blog/como-se-define-el-branding-de-una-marca/
Llopis, E. (2015). Crear la marca global. Madrid, España: Esic Editorial.
Llorente & Cuenca. (2014). Estado de Social Media de las Empresas Ecuatorianas. Quito, Ecuador.
Martínez, E., Segura, R. & Sánchez, L. (2011). El complejo mundo de la interactividad: emociones y redes sociales. Revista Mediterránea de Comunicación, año 2, 171-190. Recuperado de http://www.rmedcom.org/2011/1110/1110Martinez.pdf.
Merodio, J. (2010). Marketing en Redes Sociales. Madrid: Creative Commons.
Nafría, I. (2007). Web 2.0: El usuario, el nuevo rey de Internet. Barcelona: Gestión 2000.
Noguera, J., Martínez, J., & Grandío, M. (2011). Redes sociales para estudiantes de comunicación. Barcelona: UOC.
Piñeiro, M. (2012). ¿Cómo conseguir la mejor imagen de marca con las redes sociales?. Recuperado de https://www.concepto05.com/2012/04/como-conseguir-la-mejor-imagen-de-marca-con-las-redes-sociales/
Sicard, M. (2008). Identité de marque. Groupe Eyrolles
Walker Orville, C., Boyd Harper, W., Larreche, J. C., & Mullins, J. (2005). Marketing estratégico. Enfoque de toma de decisiones. México: McGraw-Hill.