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Cornejo, V., (2020). El storytelling en el diseño de mensajes y la construcción de imagen corporativa en emprendimientos sociales [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/25973
Cornejo, V., El storytelling en el diseño de mensajes y la construcción de imagen corporativa en emprendimientos sociales [Tesis]. PE: Universidad Privada del Norte; 2020. https://hdl.handle.net/11537/25973
@misc{renati/403013,
title = "El storytelling en el diseño de mensajes y la construcción de imagen corporativa en emprendimientos sociales",
author = "Cornejo Bazán, Victoria Emilia",
publisher = "Universidad Privada del Norte",
year = "2020"
}
Title: El storytelling en el diseño de mensajes y la construcción de imagen corporativa en emprendimientos sociales
Authors(s): Cornejo Bazán, Victoria Emilia
Advisor(s): Ortega Matias, Julio
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.04
Issue Date: 18-Jul-2020
Institution: Universidad Privada del Norte
Abstract: Los emprendimientos sociales además de aportar económicamente al país como cualquier negocio, solucionan problemas sociales en su mayoría invisibles para la sociedad. Contar con una imagen corporativa potente les permite crear vínculos emocionales generadores de una única y perdurable conexión con el público, así como asegurar su sostenibilidad. En este sentido, el objetivo de este estudio demostrará que el Storytelling aporta al diseño de mensajes y a la construcción a futuro de la imagen corporativa en emprendimientos sociales.
Por consiguiente, se tomó a PROA voluntarios como objeto de estudio, debido a su rol amplificador del impacto del voluntariado en el país. El estudio posee un enfoque cualitativo, nivel exploratorio, de tipo básico con diseño descriptivo y no experimental. La muestra se formó con expertos en Comunicación Corporativa y Audiovisual, quienes brindaron su opinión y postura sobre el Storytelling como recurso; así como voluntarios y directores de voluntariados corroboraron lineamientos señalados por expertos.
Los resultados de la investigación reconocen que el Storytelling es una herramienta potente para la construcción de imagen corporativa, interviene de manera positiva en la reputación y notoriedad, posee elementos narrativos resaltantes para la optimización de emisión y recepción de mensajes, refuerza la identidad corporativa.
A partir de estos hallazgos, se concluye que, el formato más adecuado para mostrar estas historias de los emprendimientos sociales es el material audiovisual; el cual construido bajo los parámetros que indica el Storytelling generará un producto comunicacional poderoso y eficaz en el camino de empoderamiento la imagen corporativa.
Social enterprises, in addition to contributing economically to the country like any business, solve social problems that are mostly invisible to society. Having a powerful corporate image allows them to create emotional bonds that generate a unique and lasting connection with the public, as well as ensuring their sustainability. In this sense, the objective of this study will demonstrate that Storytelling contributes to the design of messages and the construction of corporate image in social ventures. Consequently, PROA was taken as a study object, due to its role in amplifying the impact of volunteering in the country. The study has a qualitative, exploratory level, basic type approach with a descriptive and non-experimental design. The sample was formed with experts in Corporate and Audiovisual Communication, who gave their opinion and position on Storytelling as a resource; as well as volunteers and volunteer directors corroborated guidelines indicated by experts. The results of the research recognize that Storytelling is a powerful tool for the construction of corporate image, it positively intervenes in reputation and notoriety, it has outstanding narrative elements to optimize the emission and reception of messages, it reinforces corporate identity. From these findings, it is concluded that the most suitable format to show these stories of social entrepreneurship is audiovisual material; which built under the parameters indicated by Storytelling will generate a powerful and effective communication product on the path of empowering the corporate image.
Social enterprises, in addition to contributing economically to the country like any business, solve social problems that are mostly invisible to society. Having a powerful corporate image allows them to create emotional bonds that generate a unique and lasting connection with the public, as well as ensuring their sustainability. In this sense, the objective of this study will demonstrate that Storytelling contributes to the design of messages and the construction of corporate image in social ventures. Consequently, PROA was taken as a study object, due to its role in amplifying the impact of volunteering in the country. The study has a qualitative, exploratory level, basic type approach with a descriptive and non-experimental design. The sample was formed with experts in Corporate and Audiovisual Communication, who gave their opinion and position on Storytelling as a resource; as well as volunteers and volunteer directors corroborated guidelines indicated by experts. The results of the research recognize that Storytelling is a powerful tool for the construction of corporate image, it positively intervenes in reputation and notoriety, it has outstanding narrative elements to optimize the emission and reception of messages, it reinforces corporate identity. From these findings, it is concluded that the most suitable format to show these stories of social entrepreneurship is audiovisual material; which built under the parameters indicated by Storytelling will generate a powerful and effective communication product on the path of empowering the corporate image.
Link to repository: https://hdl.handle.net/11537/25973
Discipline: Ciencias de la Comunicación
Grade or title grantor: Universidad Privada del Norte. Facultad de Comunicaciones
Grade or title: Licenciado en Ciencias de la Comunicación
Juror: Requena Portella, Troy; Valdivia Murgueytio, Angela Nessy; Mamani Gómez, María Elena
Register date: 28-Apr-2021
This item is licensed under a Creative Commons License