El uso de ChatGPT en la formación profesional de estudiantes en comunicación y mercadeo digital: percepciones estudiantiles en Costa Rica.
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| 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] |
| Copyright of Comunicar is the property of Oxbridge Publishing House and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 187219290 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: El uso de ChatGPT en la formación profesional de estudiantes en comunicación y mercadeo digital: percepciones estudiantiles en Costa Rica. – Name: TitleAlt Label: Alternate Title Group: TiAlt Data: The Use of ChatGPT in the Professional Training of Communication and Digital Marketing Students: Student Perceptions in Costa Rica. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Montero+Corrales%2C+Laura%22">Montero Corrales, Laura</searchLink><relatesTo>1</relatesTo><i> laura.montero@ulatina.cr</i><br /><searchLink fieldCode="AR" term="%22Bonilla-Cruz%2C+Cristian%22">Bonilla-Cruz, Cristian</searchLink><relatesTo>1</relatesTo><i> cristian.bonilla@ulatina.cr</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Comunicar%22">Comunicar</searchLink>. Jul2025, Vol. 33 Issue 82, p167-179. 13p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Generative+artificial+intelligence%22">Generative artificial intelligence</searchLink><br />*<searchLink fieldCode="DE" term="%22Teaching+methods%22">Teaching methods</searchLink><br />*<searchLink fieldCode="DE" term="%22Digital+communications%22">Digital communications</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+in+marketing%22">Communication in marketing</searchLink><br /><searchLink fieldCode="DE" term="%22ChatGPT%22">ChatGPT</searchLink> – Name: Abstract Label: Abstract (English) Group: Ab Data: 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] – Name: Abstract Label: Abstract (Spanish) Group: Ab Data: 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] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Comunicar is the property of Oxbridge Publishing House and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=187219290 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.5281/zenodo.16388630 Languages: – Code: spa Text: Spanish PhysicalDescription: Pagination: PageCount: 13 StartPage: 167 Subjects: – SubjectFull: Generative artificial intelligence Type: general – SubjectFull: Teaching methods Type: general – SubjectFull: Digital communications Type: general – SubjectFull: Communication in marketing Type: general – SubjectFull: ChatGPT Type: general Titles: – TitleFull: El uso de ChatGPT en la formación profesional de estudiantes en comunicación y mercadeo digital: percepciones estudiantiles en Costa Rica. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Montero Corrales, Laura – PersonEntity: Name: NameFull: Bonilla-Cruz, Cristian IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 07 Text: Jul2025 Type: published Y: 2025 Identifiers: – Type: issn-print Value: 11343478 Numbering: – Type: volume Value: 33 – Type: issue Value: 82 Titles: – TitleFull: Comunicar Type: main |
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