Drivers Toward Commtech in the Public Relations Industry Across Latin America and the Caribbean: A Comparative Analysis of 20 Countries

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dc.catalogadoraba
dc.contributor.authorÁlvarez Nobella, Alejandro
dc.contributor.authorSadib, Gabriel
dc.contributor.authorLabarca, Claudia
dc.date.accessioned2025-11-10T14:20:14Z
dc.date.available2025-11-10T14:20:14Z
dc.date.issued2025
dc.description.abstractThis paper analyzes the emergence of communication technology (CommTech) in Latin America and the Caribbean within the strategic communication function. A quantitative study has been conducted with data collected from professionals in 20 countries. The findings reveal that the vast majority of the respondents believed that the benefits of using CommTech in various ways far outweigh its potential drawbacks and risks. However, despite its perceived relevance, implementation levels remain moderate, especially in public sector organizations, due to structural and organizational barriers. The study contributes to current research on strategic communication by providing and presenting a large-scale study on the digital maturity of communication departments and agencies in a region usually little studied on the global scene.
dc.fechaingreso.objetodigital2025-11-10
dc.format.extent21 páginas
dc.fuente.origenSRIA
dc.identifier.doi10.1080/1553118X.2025.2559610
dc.identifier.eissn1553-118X
dc.identifier.issn1553-1198
dc.identifier.scopusid105016866133
dc.identifier.urihttps://doi.org/10.1080/1553118X.2025.2559610
dc.identifier.urihttps://repositorio.uc.cl/handle/11534/106704
dc.identifier.wosidWOS:001575110300001
dc.information.autorucFacultad de Comunicaciones; Labarca, Claudia; 0000-0002-7788-4516; 86292
dc.language.isoen
dc.nota.accesocontenido completo
dc.revistaInternational Journal of Strategic Communication
dc.rightsacceso abierto
dc.rights.licenseAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
dc.subject.ddc70
dc.subject.deweyPeriodismoes_ES
dc.titleDrivers Toward Commtech in the Public Relations Industry Across Latin America and the Caribbean: A Comparative Analysis of 20 Countries
dc.typeartículo
sipa.codpersvinculados86292
sipa.indexSCOPUS
sipa.indexWOS
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