Comunicación responsable: dimensiones de cocreación y participación ciudadana en el contexto educativo

Reynier Israel Ramírez Molina; Nelson David  Lay Raby; Diego Alberto Baez Palencia; Harold Bernardo Sukier

doi:10.4185/rlcs-2025-2402

Authors

Reynier Israel Ramírez Molina University of the Coast https://orcid.org/0000-0002-5073-5158
Nelson David Lay Raby Andrés Bello University https://orcid.org/0000-0001-8501-7570
Diego Alberto Baez Palencia Pontifical Xavierian University https://orcid.org/0000-0003-3300-7586
Harold Bernardo Sukier University of the Coast https://orcid.org/0000-0002-4565-1443

DOI:

https://doi.org/10.4185/rlcs-2025-2402

Keywords:

Responsible communication, communication, dimensions of co-creation and citizen participation, co-creation, citizen participation, responsible educational communication, educational context

Abstract

Introduction: The ecosystem is constantly changing, influenced by the rise of information and communication technologies, impacting the knowledge society globally, modifying its way of thinking, feeling and acting. This research seeks to describe the influence of responsible communication according to the dimensions of co-creation and citizen participation in students of the marketing and advertising program of the Department of Business Sciences at the Universidad de Costa, Barranquilla - Atlántico, Colombia. Methodology: Using a quantitative-explanatory approach and a non-experimental cross-sectional design, survey data were collected from a sample of 479 people, measuring six higher-order constructs for the variables of co-creation and citizen participation in their relationship with responsible communication. A partial least squares structural equation model was used to evaluate individual hypotheses about each dimension and two hypotheses for responsible communication. Results: The structural model showed significance in the influence that the two independent variables have on the level of responsible communication, with an explanatory power of 0.53. Furthermore, evidence was found against shared ideas and actions for the development of communication on the dimensions of responsible communication. Discussion and conclusions: The results showed that co-creation has a greater significant effect (0.85), followed by citizen participation (0.74), on responsible communication. Therefore, increasing co-creation in people, via innovation to interact, has a positive impact on responsible communication, and by improving citizen participation, through the management of technological resources, the level of responsible communication improves by 0.5 additional units. The research considered cross-sectional data, which capture the perception of the moment, lacking the evaluation of accumulated behavior, so a longitudinal measurement can show the effects on the adoption and maturity of responsible communication progressively, these reflections and contributions being ideal as recommendations for future research for the advancement of science, technology and innovation in the educational context.

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Author Biographies

Reynier Israel Ramírez Molina, University of the Coast

Reynier holds a Bachelor's Degree in Social Communication and Psychology, a Master's Degree in Human Resource Management, a PhD in Educational Sciences and a Post-Doctorate in Organizational Management from the Universidad Privada Dr. Rafael Belloso Chacín, Venezuela. He is a lectures and researcher in the Department of Economics at the Universidad de la Costa (CUC, for its acronym in Spanish), Barranquilla, Colombia.

Nelson David Lay Raby, Andrés Bello University

Nelson holds a bachelor degree in Psychology, a professional Degree in Psychology granted by the Pontificia Universidad Católica de Valparaíso (PUCV, for its acronym in Spanish), a Master in Business Administration from the Universidad Técnica Federico Santa María (USM, for its acronym in Spanish), a Master in Business Administration received at the Universidad Politécnica de Cataluña (UPC, for its acronym in Spanish), a PhD in Sociology, Universidad Alberto Hurtado (UAH, for its acronym in Spanish). He is a research professor at the Universidad Andres Bello (UNAB, for its acronym in Spanish), Faculty of Education and Social Sciences, Viña del Mar, Chile.

Diego Alberto Baez Palencia, Pontifical Xavierian University

Diego holds a Business Administrator and Master in Administration granted by the Universidad Nacional de Colombia. He also holds a PhD in Administrative Sciences from the Universidad Autónoma de Occidente, Mexico. He is a lecture in the Department of Organizational Management at the Pontificia Universidad Javeriana Cali, Colombia.

Harold Bernardo Sukier, University of the Coast

Mr. Bernardo holds a master degree in Business Administration and Innovation. He is a specialist in both Marketing Management and Business Administration. He is a full-time professor and researcher at the Faculty of Economic Sciences, Universidad de la Costa, Barranquilla-Atlántico, Colombia. He is a member of the Innomarket Research Group at the Universidad de la Costa.

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