Resumen

DEL PINO, Ariana  y  LLORET, Nuria. ANALYSIS OF VISIBILITY OF THE UNIVERSITY E-BRANDING OF ESCUELA SUPERIOR POLITÉCNICA DEL LITORAL FROM ECUADOR AND UNIVERSITAT POLITÈCNICA DE VALÈNCIA FROM SPAIN. Revista Chakiñan [online]. 2018, n.6, pp.118-135. ISSN 2550-6722.

The impacts generated through the internet are increasingly notorious especially in the business and educational field. This analysis makes it possible to highlight the visibility of two universities, the Universitat Politècnica de València and the Polytechnic School of the Litoral, of which the authors are part, public universities located in Spain and Ecuador respectively, and may raise the scope of visibility through an Academic e-branding, using a descriptive methodology of exploratory type of quantitative and qualitative type in its digital space, to obtain relevant data of its staging, obtaining the publication indexes, the reach in the search engines and the functionality of the information shown on your website, including showing the effectiveness of the use of your online platforms, knowing the profiles in the bases or patterns in digital uses, as part of a current trend or movement, and that this research will be of support for the development of a strategic Model to increase the visibility in institutions of Higher education worldwide. One of the results obtained is that universities have now changed their strategy to share information as a recognition record, promoting platforms for continuous learning in digital environments.

Palabras clave : Visibility; e-university; e-branding; e-communication.

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