<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202019000200048</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Cambios en la comunicación académica mediante análisis predictivo y nuevas tendencias del e-branding universitario]]></article-title>
<article-title xml:lang="en"><![CDATA[Changes in academic communication through predictive analysis and new trends of university e-branding]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Del Pino Espinoza]]></surname>
<given-names><![CDATA[Ariana Daniela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lloret Romero]]></surname>
<given-names><![CDATA[María Nuria]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Escuela Superior Politécnica del Litoral  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Politécnica de Valencia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>11</volume>
<numero>2</numero>
<fpage>48</fpage>
<lpage>54</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202019000200048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202019000200048&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202019000200048&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Las tendencias mundiales han cambiado la forma de ver la sociedad, de conseguir bienes o de adquirir conocimiento, los movimientos culturales se han visto afectados por el cambio digital, generando una nueva corriente entre las universidades. Están permutando la vía de aprender, comprender, razonar y proponer, lo que permite una evolución del perfil profesional, un nuevo movimiento de estilo universitario para la educación a lo largo de la vida, algo que se está logrando, a través de plataformas y dispositivos que permiten educar más, en menor tiempo por menor costo y en cualquier lugar. Se investigó a las 100 mejores universidades según el ranking Shanghái por medio de google trends para conocer los últimos catorce años y los últimos doces meses y cuales han sido los países de mayor interés, el porcentaje de búsqueda y todos los temas de mayor interés relacionados a ellas. Es evidente que el aprendizaje en línea es inminente y que los softwares generados para esto han tenido, tienen y tendrán una gran relevancia para el cambio del aprendizaje en los estudiantes y como estas tendencias influyen en los estudiantes a nivel mundial; además de la necesidad de comparar las universidades para tener una educación de calidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The world trends have changed the way of seeing society, getting goods or acquiring knowledge. Cultural movements have been affected by digital change, generating a new current among universities. They are permuting the way of learning, understanding, reasoning and proposing, which allows an evolution of the professional profile, a new movement of university style for education throughout life, something that is being achieved, through platforms and devices that allow to educate more, in less time for less cost and in any place. The 100 top universities were researched according to the Shanghai ranking through google trends to know the last fourteen years and the last twelve months and which have been the countries of greatest interest, the percentage of search and all the topics of greatest interest related to them. It is evident that online learning is imminent and that the software generated for this has had, has and will have a great relevance for the change of learning in students and how these trends influence students worldwide; besides the need to compare universities to have quality education.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Tendencias]]></kwd>
<kwd lng="es"><![CDATA[e-universidad]]></kwd>
<kwd lng="es"><![CDATA[e-branding]]></kwd>
<kwd lng="es"><![CDATA[e-comunicación]]></kwd>
<kwd lng="es"><![CDATA[análisis predictivo]]></kwd>
<kwd lng="en"><![CDATA[Trends]]></kwd>
<kwd lng="en"><![CDATA[e-university]]></kwd>
<kwd lng="en"><![CDATA[e-branding]]></kwd>
<kwd lng="en"><![CDATA[e-communication]]></kwd>
<kwd lng="en"><![CDATA[predictive analysis]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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