Análisis del manejo comunicacional de la campaña de Fedeguayas “Construyendo un legado”, en la red social Instagram en 2021.

Abstract

The objective of this work is to analyze the communication management of the Building a Legacy campaign that Fedeguayas carried out on its official Instagram account, during the period from March to September 2021. In order to do so, this research is divided into four chapters. Chapter I contains the general aspects of the work, such as the problem, the justification, and the objectives. In Chapter II, the theoretical framework is developed, where all the support in bibliography is found, based on scientific articles and authors who contribute with their knowledge to the main topics of interest of this thesis: corporate communication, strategic communication, social networks, instagram etc. Chapter III stipulates the research methodology, in this case, the approach, the type of research, the data collection tools and techniques. In Chapter IV, the analysis of results is carried out, where each measured variable is described and compared with the versions of the experts. Finally, there are the conclusions of the work, which describe the theories related to corporate communication, communication campaign and social networks, characterize the communication strategies applied by Fedeguayas in the campaign "Building a Legacy" in its official Instagram account, explain the impact of the campaign and measure the elements in characterization of its content.