Modelo para planificación y evaluación de campañas sociales de comunicación corporativa

Aguirre Clavijo, Sebastián Fernando

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Campo DC	Valor	Lengua/Idioma
dc.contributor.advisor	González Pastrano, Edison Humberto	-
dc.creator	Aguirre Clavijo, Sebastián Fernando	-
dc.date.accessioned	2017-10-06T15:08:09Z	-
dc.date.available	2017-10-06T15:08:09Z	-
dc.date.issued	2017	-
dc.identifier.citation	Aguirre Clavijo, S. F. (2017). Modelo para planificación y evaluación de campañas sociales de comunicación corporativa (Tesis de pregrado). Universidad de las Américas, Quito.	es_ES
dc.identifier.other	UDLA-EC-TCC-2017-14	-
dc.identifier.uri	http://dspace.udla.edu.ec/handle/33000/7652	-
dc.description	The present study is postulated from the theoretical contributions of human communication theory. From this perspective, different communication perspectives will be approached, proposing a theoretical structure that will finally allow us to delve into and understand the common elements between the corporate action of the organizations, through social communication campaigns, their possibilities of social change and the inevitable participation of elements such as identity and corporate image. In this way, along with guidelines that will emerge throughout the research, such as behavior, and the importance of identity, achieve the purpose of structuring a model for planning and evaluating social communication corporate campaigns. In order to accomplish this feat, a comparative study is carried out, between two social communication campaigns, Reacciona Ecuador and My Body my Rights, which will analyze the categories of: a) Corporate Conduct, b) Commercial and Institutional Communication, c) Corporate Image Reporting, d) Corporate Image Profile e) model for the construction of proposals for social change and f) elements of the model for behavior change interventions. In order to compare them with each other, to determine which are the most recurrent and most effective practices when planning a social communication campaign. Also, this analysis will allow us to find common elements between Human Communication Theory, Corporate Communication, and identity-image theory and stakeholders, which will be vital for structuring the proposal. At the same time, and in order to achieve the objectives, it was necessary to carry out an exhaustive research, with a multimodal approach, through surveys, interviews and the aforementioned case analysis, as research techniques used. Also, these techniques presented certain peculiarities among which it can be mentioned that the questionnaires of the surveys were carried out by men and women aged 25 to 35 residing in the Metropolitan District of Quito. While, the interviews were conducted by communication experts, who carry out their activities both in public and private enterprises, as well as in non-profit organizations. Finally, the analysis of case studies was carried out in the campaigns Reacciona Ecuador el machismo es violencia, a campaign promoted especially by the Presidency of the Republic of Ecuador, along with other public agencies and, the campaign My Body My Rights, promoted by Amnesty International. These campaigns were selected especially for the high corporate participation of their promoters, as well as the fundamental role played by the identity and image of the latter in the results achieved by each campaign. In this way, all of these data allowed us to triangulate the information and achieve more accurate and revealing results. Following the field research, the analysis of the environment and following the theory and concepts of several authors, a model was proposed for the elaboration of social campaigns of corporate communication, that groups elements of human communication, structuring from a corporate vision first, and then move towards a more participative, more social part and where the proposals will be generated to create the different actions of the campaign. Subsequently, an evaluation process is outlined, which, through different impact and management indicators, considers feedback and the possibility of corrective actions, as well as a measurement of changes in behavior after the implementation of the Bell. Finally, it should be mentioned that all the information, documents, interviews and elements used throughout this research process; as well as all communication pieces (videos, documents, etc.), associated with the case studies, are stored on the website www.universamos.com, a site built as a proposal for this research work and that will facilitate the exemplification of Various concepts and processes.	en
dc.description.abstract	El presente estudio se postula desde los aportes teóricos de la teoría de comunicación humana. A partir de esta, se irán abordando diferentes perspectivas comunicacionales que proponen una estructura teórica que permitirá, finalmente, adentrarse y comprender los elementos comunes entre la acción corporativa de las organizaciones, a través de campañas sociales de comunicación, sus posibilidades de cambio social y la participación inevitable de elementos como imagen corporativa...	es_ES
dc.format.extent	161 p.	es_ES
dc.language.iso	spa	es_ES
dc.publisher	Quito: Universidad de las Américas, 2017	es_ES
dc.rights	openAccess	es_ES
dc.subject	IMAGEN CORPORATIVA	es_ES
dc.subject	COMUNICACIÓN ORGANIZACIONAL	es_ES
dc.subject	CAMPAÑA SOCIALES COMUNICACIONALES	es_ES
dc.title	Modelo para planificación y evaluación de campañas sociales de comunicación corporativa	es_ES
dc.type	bachelorThesis	es_ES
Aparece en las colecciones:	Licenciatura en Comunicación Corporativa

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