13º Workshop

Digital Transformation of Corporate Communication

The submission and publication instructions are the same as those for the General Conference: please consult them here.

To submit an article to this Workshop, access the following link and place the code “WS_13” before the title of the contribution: https://easychair.org/conferences?conf=icomta25

Abstract

The transformation towards digitalization involves a series of changes that go beyond adopting new technologies. It requires a profound restructuring that encompasses the simplification, unification, and smooth integration of all organizational operations. This approach not only facilitates an agile response to environmental demands but also promotes the automation of processes wherever feasible.

This approach emphasizes the importance of adopting strategies that promote the development of digital maturity across different departments and communication agencies within organizations. Digital maturity is essential for a company to adapt and thrive in the digital age, which involves continuously assessing the organization’s level of digitalization, as well as its ability to adapt to technological changes and transform processes and business models.

Furthermore, the implementation of digital transformation is linked to legal regulations and standards designed to ensure that digital transformation benefits society as a whole, promoting ethical values and principles that safeguard fundamental rights and encourage responsible technological development. Various declarations, rights, and principles emphasize the importance of establishing ethical principles to guide the strategy for digital transformation, advocating for data protection, privacy, non-discrimination, and gender equality—issues that are highly relevant today for strategic communication between the brand and users.

This discussion panel, proposed by a team of researchers from various universities, aims to generate deep and academic reflection on the paradigm shift brought about by digital transformation in the fields of communication, marketing, advertising, and digital communication. This shift is not limited to the incorporation of new technologies but requires a comprehensive organizational restructuring based on the simplification, unification, and integration of processes, promoting digital maturity as a key element for business competitiveness.

Through this space, the workshop will address how digitalization not only transforms business models and organizational processes but also presents essential ethical, legal, and regulatory challenges to ensure responsible and human-centered technological evolution.

Topics

  • Communication 4.0
  • Artificial Intelligence (AI) in communication, marketing, and advertising
  • Change management and organizational transformation
  • Strategic communication
  • Communication trends
  • Communication, organizations, and technology
  • Data mining
  • Automation in communication and marketing
  • Strategic communication online and offline
  • Technological innovation in communication
  • Communication strategies and visions by field of application
  • Strategic communication and entrepreneurship
  • Digital communication and marketing
  • Tools and platforms for digital communication
  • Digital narratives and content creation
  • Big data and data mining for strategic communication
  • Reputation and trust
  • Positioning in digital environments
  • Employer branding
  • Social analytics and web analytics
  • Digital internal communication
  • Cybersecurity in communication
  • Digital leadership
General Academic Coordinator
  • Jenny Yaguache, Universidad Técnica Particular de Loja (Ecuador)
Technical Coordinator
  • Cesibel Valdiviezo Abad, Universidad Técnica Particular de Loja (Ecuador)
Organizing Committee
  • Jenny Yaguache, Universidad Técnica Particular de Loja (Ecuador)
  • Cesibel Valdiviezo Abad, Universidad Técnica Particular de Loja (Ecuador)
  • Jorge Alberto Hidalgo Toledo, Universidad de Anáhuac (Mexico)
  • Mónica González Urban, Universidad de Anáhuac (Mexico)
Scientific Committee
  • Alba Martínez, Universidad de Alicante (Spain)
  • Almudena Barrientos, Universidad Complutense de Madrid (Spain)
  • María José Enríquez, Universidad San Francisco de Quito (Ecuador)
  • María Elena Narváez, Universidad Internacional SEK (Ecuador)
  • Cesibel Valdiviezo, Universidad Técnica Particular de Loja (Ecuador)
  • Mónica Abendaño, Universidad Técnica Particular de Loja (Ecuador)
  • Jenny Yaguache, Universidad Técnica Particular de Loja (Ecuador)
  • Miguel Tuñez López, Universidade Santiago de Compostela (Spain)
  • Rosario Puertas, Universidad Técnica Particular de Loja (Ecuador)
  • Vanessa Duque Rengel, Universidad Técnica Particular de Loja (Ecuador)
  • Verónica Altamirano, Universidad Técnica Particular de Loja (Ecuador)
  • Carlos Granda, Universidad Nacional de Loja (Ecuador)
  • Johanna Teresa Bermeo Ruilova, Universidad Técnica Particular de Loja (Ecuador)
  • Jhoana Córdova, Universidad Técnica Particular de Loja (Ecuador)
  • Alejandra Luzuriaga, Universidad Técnica Particular de Loja (Ecuador)
  • Evelyn Andrade Díaz, Universidad de Santiago de Compostela (Spain)