Gestión de la comunicación digital interna en Ecuador. Análisis de las 100 principales empresas del Ecuador período 2016

Abstract

Abstract: This work exposes the digital tools and communication models most used in the internal communication of the company in Ecuador in order to know the efficiency and effectiveness of the inclusion of digital communication actions in the internal public, its application and its use. The data was obtained through an online survey applied to 42 communication, human resources and marketing professionals from Quito, Guayaquil and Cuenca. The statistical analysis shows that internal communication presents the challenge of the evolution of a communication model of the classical school, where information is a workflow, an integrating or circular model, where communication travels in all directions of the company . Internal communication has been found in a complement of digital tools such as own messaging networks, the institutional intranet or email. Therefore, expose current and future communication professionals to the existence of deepening the demand for new techniques and studies that benefit the process of international digital communication in organizations.