Redes Sociales e Imagen Corporativa: El uso de las redes sociales en la construcción de la imagen corporativa de la Espoch, 2021

Abstract

ABSTRACT: Social networks in recent years have managed to be a great source of communication as a result of web 2.0, taking into account that currently most companies use social networks as a fundamental tool within communication that serves to build a corporate image, accordingly, the use of new technologies and social networks have contributed to the construction of the corporate image of Espoch in 2021. In this way, with the advent of the internet, advertising has taken social networks as a method to promote its products or services. Having a presence on online platforms is a very important step to achieve visibility in the business market and a good image. In this regard, the general objective of the research was framed in knowing how the use of social networks has contributed to the construction of the corporate image of Espoch, in the period 2021, for this, an analysis of the use of social networks was carried out. social networks in the construction of the corporate image of the Facebook, Twitter and Instagram platforms. The implemented methodology had a mixed approach of a descriptive type, for the population two segments will be taken into account, the first the publications on social networks and the second the users who follow the university on social networks. In the case of publications, the social networks of Facebook, Twitter and Instagram belonging to ESPOCH with publications from the year 2021 will be taken into account. In the case of users who follow the aforementioned social networks, a sample was calculated giving 379 users. to whom an information survey was carried out in a google form to know their criteria. The results show innovating in information and generating more content on social networks so that it does not become routine, that the publications made on the institution's social networks are more relevant, it is essential to create an impact necessary to obtain a response. positive feedback from the public that follows ESPOCH. It is concluded that it is essential to put more emphasis on the other social networks that the university manages, such as Twitter and Instagram, and incorporate new alternatives such as TikTok, which generates a majority drag to direct a solid corporate image.