9th Workshop

Digital Transformation of Corporate Communication

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

To upload a paper to this Workshop, access the following link and, before the title of the contribution, include the code “WS_9”:

Abstract:

The proposed discussion panel seeks to open a space for reflection on how digitalization redefines communication, marketing, advertising, and digital environments—not merely as a technological advancement, but as a process that transforms structures, practices, and business models. It will also explore the ethical and legal challenges that accompany this evolution and are essential for building a digital future.

Topics:
  • Strategic Communication 4.0
  • Artificial intelligence applied to corporate communication
  • Change management and organizational transformation
  • Strategy and management of corporate communication
  • Technological innovation in corporate communication
  • Big data and data mining for strategic communication
  • Automation of communication and marketing processes
  • Digital narratives for corporate communication
  • Social analytics and web analytics in corporate environments
  • Reputation, trust, and intangible asset management
  • Cybersecurity in organizational communication
  • Digital leadership in organizations

General Coordinator:

  • Jenny Yaguache, Private Technical University of Loja.

Technical Coordinator:

  • Cesibel Valdiviezo-Abad, Private Technical University of Loja.

Organizing Committee:

  • Mónica Abendaño, Private Technical University of Loja.
  • Fanny Paladines, Private Technical University of Loja.
  • Rosario Puertas, Private Technical University of Loja.
  • Vanessa Duque Rengel, Private Technical University of Loja.
  • Verónica Altamirano, Private Technical University of Loja.
  • Jhoana Córdova, Private Technical University of Loja.
  • Alejandra Luzuriaga, Private Technical University of Loja.

Scientific Committee:

  • Alba Martínez, University of Alicante.
  • Almudena Barrientos, Complutense University of Madrid.
  • María José Enríquez, San Francisco de Quito University.
  • María Elena Narváez, International SEK University.
  • Cesibel Valdiviezo, Private Technical University of Loja.
  • Mónica Abendaño, Private Technical University of Loja.
  • Jenny Yaguache, Private Technical University of Loja.
  • Miguel Tuñez López, University of Santiago de Compostela.
  • Rosario Puertas, Private Technical University of Loja.
  • Vanessa Duque Rengel, Private Technical University of Loja.
  • Verónica Altamirano, Private Technical University of Loja.
  • Carlos Granda, National University of Loja.
  • Johanna Teresa Bermeo Ruilova, Private Technical University of Loja.
  • Jhoana Córdova, Private Technical University of Loja.
  • Alejandra Luzuriaga, Private Technical University of Loja.
  • Evelyn Andrade Díaz, University of Santiago de Compostela.