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Abstract
Digitalization has transformed social media into essential communication tools in the context of higher education, with Facebook serving as a key platform for social interaction. Facebook is the second most used social media platform, with 13.6 million users in the country; therefore, this research addresses the need to analyze how digital positioning strategies influence audience engagement at higher education institutions in Latacunga. The methodology employed in this research was mixed-methods approach, correlational in type, and non-experimental in scope. The study was based on the analysis of direct Facebook metrics such as reach, engagement, and web traffic, as well as on qualitative information obtained through interviews with teachers and communication experts. The results demonstrate a significant impact of institutional image positioning strategies through Facebook content on engagement with the academic community in Latacunga. In conclusion, the findings reaffirm Facebook’s role as the primary social interaction medium in the local educational sphere, validating the effectiveness of its strategic use for institutional engagement.
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