INCIDENCIA DE DOS CAMPAÑAS EN REDES SOCIALES EN LA IMAGEN CORPORATIVA DE CLARO ECUADOR

Abstract

In social networks, users are free to comment positively or negatively on posts. As evidenced in Claro’s networks, the negative comments has the highest percentage and the company doesn’t give a feedback . This paper analyze the incidence of the educative social responsibility campaigns and the impact on the perception of the brand image. It’s focus on educative campaigns as Gol para Educar and Capacítate con Claro. The results were obtained through a study on Facebook, Twitter and YouTube of Claro Ecuador. In which their Comments, Likes, Sharing and Reproductions were analyzed. It’s concluded that the negative comments do not influence the reputation of the Brand, because it is a positioned and a market leader company. Their social responsibility activities have a positive impact on Claro’s image as a socially responsible company.