This study investigates the posting strategies of CEOs of Latin American companies on LinkedIn and their impact on engagement. It examines activity levels and types of presence, and engagement rates. Based on a quantitative analysis, the results reveal that executives in this region have a significantly lower frequency of posting on LinkedIn compared to the averages recommended by experts. Regarding the type of presence, CEOs are "content creators" and mainly post their own content. The engagement analysis shows discrepancies between own and hybrid posts. Due to the originality of own content, it receives better engagement rates than hybrid posts. The findings reveal that most Latin American CEOs adopt a "passive funnel" posting strategy on LinkedIn, which is characterized by low activity and own content. It is striking that CEOs with a more passive approach tend to have higher engagemen...

Several studies on CEO communication via social media have highlighted the need to assess the fulfillment of the theoretical promise of dialogue. This paper analyzes the interactivity strategies employed by Latin American CEOs on LinkedIn and their impact on engagement. The research focuses on three variables: general communication approaches, communication resources, and level of engagement generated by CEO posts. CEOs were selected based on the América Economía 500 ranking. Of the 327 CEOs identified on LinkedIn, 7 461 posts from 244 active accounts were analyzed. The findings reveals several predominant trends: most CEOs adopt an informative approach and achieve higher levels of engagement. They primarily use expository resources such as text and graphics, with limited use of interactive resources such as participatory ones. Overall, Latin American CEOs on L...

This study analyzes the representation and participation of older women on TikTok, an emerging social platform. Through a thorough content analysis of selected videos and profiles, it addresses how these women are challenging conventional media representations. The research details their participation in activities such as dances and challenges, which contradicts traditional perceptions of obsolescence and conformity to domestic roles. The findings reveal a meaningful and creative participation of older women, redefining their image in the digital context. This shift not only disproves common stereotypes, but also suggests a change in the societal perception of this demographic. This study contributes to a deeper understanding of the agency and vitality of older women in social networks, offering valuable insights for future research in advertising communication and media studies.

El presente trabajo de investigación de tesis se presenta como alternativa de solución a problemas de la población, por falta de herramientas que proporcionen información en tiempo real acerca de los vehículos que transitan por las rutas de Castilla, Piura y Veintiséis de Octubre y la distancia que el usuario se encuentra de dicho medio de transporte. Esta investigación tiene como objetivo implementar un prototipo que permita al usuario de manera fácil y amigable la elección de la ruta más adecuada, para mejorar el uso que normalmente se hace de los medios de transporte, el cual es caótico y problemático debido a los inconvenientes que se presentan por el tráfico congestionado, las vías en mal estado, hasta el hecho de poner en riesgo la integridad física. El diseño de investigación es descriptivo porque nos permitió conocer la situación de la problemática actual de l...