Análisis de la efectividad de los canales de comunicación tradicionales vs. Digitales en proyectos de innovación social universitaria

Abstract

Abstract: The general objective of this study was to analyze the effectiveness of traditional and digital communication channels used in university social innovation projects at UTPL. The methodology employed a mixed-methods approach with a non-experimental, descriptive-comparative design, utilizing a structured questionnaire administered to 90 participants including students, faculty, and community members. The results showed that digital channels specifically WhatsApp, institutional email, and social media were the most frequently used due to their speed, regularity, and utility in coordinating activities. Meanwhile, traditional channels, such as in-person meetings, workshops, and site visits, remained significant in fostering trust, commitment, and community ownership. It is concluded that communication effectiveness depends on the integration of both types of channels: digital media facilitate ongoing coordination, while in-person interactions strengthen rapport and dialogue. Therefore, communication should be regarded as a strategic component within university social innovation projects.