Resumen

ISIN, Manuel; RODRIGUEZ, Andrés; ASTUDILLO, Alfredo  y  AREVALO, Roberto. THE CHIMBORAZO NATIONAL UNIVERSITY BRAND AND ITS POSITIONING IN SOCIAL NETWORKS. Revista Chakiñan [online]. 2019, n.8, pp.101-115. ISSN 2550-6722.

The brand UNACH (National University of Chimborazo), has no studies that determine its positioning in the market. The objective of the research was to evaluate the positioning of the UNACH digital brand in the internal and external public of the university. Field research was used, the methods used were: analytical-descriptive and observation. The following instruments were used: the structured observation guide and the survey to analyze the platforms of: Facebook, Twitter, Instagram and YouTube. The information was collected at the four UNACH campuses in the city of Riobamba. As a main finding it was found that the contents that are published and shared in social networks of the National University of Chimborazo are not positioned in the target audience, however they allow to determine the user's interaction with the institutional brand.

Palabras clave : positioning; brand; social networks; digital marketing; UNACH.

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