Bibliographic citations
Camacho, A., (2023). Manejo de la comunicación externa de dos marcas a través de las redes sociales en primera fase de la pandemia [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/669490
Camacho, A., Manejo de la comunicación externa de dos marcas a través de las redes sociales en primera fase de la pandemia [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/669490
@mastersthesis{renati/408486,
title = "Manejo de la comunicación externa de dos marcas a través de las redes sociales en primera fase de la pandemia",
author = "Camacho Vega, Alejandra Maria Jose",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Today companies require organizational communication to create a corporate image, a profitability that meets the expectations of investors and workers committed to the organization. For this, social networks have become fundamental channels for establishing a connection with consumers and the general public. The general purpose of this research was to identify the management of external communication through the use of social networks during the first phase of the pandemic, from the perspective of the DirCom model, two mass consumption brands were taken as a case study: Plaza Vea and Interbank. The theory based for the study was Joan Costa's Dircom model, which proposes three communicational dimensions: Institutional, organizational and marketing. The research methodology was located in the qualitative paradigm, case study method, the instruments used for data collection were the observation guide implemented for the study of social networks Facebook, Instagram and Twitter and the questionnaire with open questions to Know the good practices of brands under study. The main findings show that the social network with the highest daily use by Plaza Vea and Interbank is Facebook, followed by Instagram and Twitter; Communications management during the first phase of the pandemic was focused on both the institutional and organizational dimensions of the DirCom model and the provision of information on biosafety measures, maintaining contact with customers and the general public. It should be noted that the brands showed during the first phase of the pandemic the incorporation of digital communication channels, specifically social networks, to the management of business communication.
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