Bibliographic Details
| Title: |
El uso de ChatGPT en la formación profesional de estudiantes en comunicación y mercadeo digital: percepciones estudiantiles en Costa Rica. |
| Alternate Title: |
The Use of ChatGPT in the Professional Training of Communication and Digital Marketing Students: Student Perceptions in Costa Rica. |
| Authors: |
Montero Corrales, Laura1 laura.montero@ulatina.cr, Bonilla-Cruz, Cristian1 cristian.bonilla@ulatina.cr |
| Source: |
Comunicar. Jul2025, Vol. 33 Issue 82, p167-179. 13p. |
| Subject Terms: |
*Generative artificial intelligence, *Teaching methods, *Digital communications, Communication in marketing, ChatGPT |
| Abstract (English): |
This study analyzes the use of ChatGPT in the professional training of university students in the fields of communication and digital marketing through a case study focused on Costa Rica. A quantitative approach was adopted, applying an online survey to students from the Universidad Latina de Costa Rica (ULATINA), with the aim of identifying usage patterns of the tool, its strategic applications in communication and marketing processes, and students’ perceptions of its contribution to critical thinking, creativity, and digital planning. The results show a high adoption of ChatGPT among Costa Rican students, particularly in tasks related to content creation, strategic planning, and data analysis. However, tensions also emerge related to trust, technological dependency, and the potential devaluation of key professional skills. These findings reveal a particular reality within the Costa Rican university model, where the intensive use of generative artificial intelligence coexists with ambivalent perceptions about its actual contribution to the quality of education. The study concludes by highlighting the need to develop pedagogical strategies that promote critical, ethical, and contextualized use of these tools in higher education in Costa Rica. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): |
Este estudio analiza el uso de ChatGPT en la formación profesional de estudiantes universitarios en las áreas de comunicación y mercadeo digital, mediante un estudio de caso centrado en Costa Rica, Se parte de un enfoque cuantitativo, aplicando una encuesta en línea a estudiantes de la Universidad Latina de Costa Rica (ULATINA), con el objetivo de identificar patrones de uso de la herramienta los usos estratégicos en procesos de comunicación y de mercadeo, así como la percepción de su aporte al pensamiento crítico, la creatividad y la planificación digital. Los resultados muestran una alta adopción de ChatGPT entre estudiantes costarricenses, especialmente en tareas vinculadas a la creación de contenido, la planificación estratégica y el análisis de datos. Sin embargo, también emergen tensiones vinculadas a la confianza, la dependencia tecnológica y la posible desvaloración de habilidades profesionales clave. Estos hallazgos revelan una realidad particular del modelo universitario costarricense, donde el uso intensivo de inteligencia artificial generativa coexiste con percepciones ambivalentes sobre su aporte real a la calidad de la formación. Se concluye con la necesidad de desarrollar estrategias pedagógicas que promuevan una apropiada crítica, ética y contextualización de estas herramientas en la educación superior en Costa Rica. [ABSTRACT FROM AUTHOR] |
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| Database: |
Education Research Complete |
