Resumen

OCHOA OCHOA, Ramiro Bolívar. Relationship between technological innovation, organizational communication and corporate social image of the Catholic University of Cuenca. ARCIC [online]. 2023, vol.12, n.32, pp. 245-268.  Epub 01-Ago-2023. ISSN 2411-9970.

The study is related to technological innovation and its uses to apply communication strategies at the level of Ecuadorian and foreign universities. Its objective was to provide a theoretical basis for the relationship between technological innovation, organizational communication and corporate social image of the Catholic University of Cuenca, Ecuador. In addition, to analyze the contents and tools used by communicators of higher education institutions to relate to and inform their audiences. The methodology applied in this study was a bibliographic review that allowed us to know in detail what communicators say in reference to this topic or problem and the alternatives that can be used with the objective of improving the social image and reputation of universities in the social context in which they develop.

Palabras clave : technological innovation; social image; higher education; university.