<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2208</journal-id>
<journal-title><![CDATA[Revista panamericana de comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. panam. comun.]]></abbrev-journal-title>
<issn>2683-2208</issn>
<publisher>
<publisher-name><![CDATA[Centros Culturales de México A.C., Universidad Panamericana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-22082025000200205</article-id>
<article-id pub-id-type="doi">10.21555/rpc.v7i1.3408</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Aproximaciones a las dimensiones transmedia de la comunicación organizacional sobre la sostenibilidad]]></article-title>
<article-title xml:lang="en"><![CDATA[Approaches to the transmedia dimensions of organizational communication on sustainability]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortiz-Jaramillo]]></surname>
<given-names><![CDATA[Diego]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Trelles]]></surname>
<given-names><![CDATA[Irene]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Hemisferios  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Católica de Santiago de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>7</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-22082025000200205&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-22082025000200205&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-22082025000200205&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: En el siglo XXI, las organizaciones incorporan cada vez más la sostenibilidad a sus estrategias de comunicación, reconociendo la importancia de abordar las cuestiones medioambientales y sociales junto con los resultados económicos. Los stakeholders ahora exigen a las empresas una mayor transparencia y responsabilidad en sus esfuerzos de sostenibilidad. Esto supone un desafío comunicacional que puede ser resuelto gracias al uso de narrativas transmedia y la convergencia de medios, los cuales se han convertido en poderosas herramientas para que las organizaciones capten la atención de públicos diversos y comuniquen sus iniciativas de sostenibilidad con eficacia. Sin embargo, la adopción de estos innovadores enfoques de comunicación plantea retos, como mantener la coherencia del mensaje, adaptar el contenido a diversas plataformas y medir la eficacia de la campaña.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: In the 21st century, organizations are increasingly incorporating sustainability into their communication strategies, recognizing the importance of addressing environmental and social issues alongside economic outcomes. Stakeholders now demand greater transparency and accountability from companies in their sustainability efforts. This presents a communication challenge that can be addressed through the use of transmedia storytelling and media convergence, which have become powerful tools for organizations to capture the attention of diverse audiences and effectively communicate their sustainability initiatives. However, adopting these innovative communication approaches brings challenges, such as maintaining message consistency, adapting content across various platforms, and measuring the effectiveness of the campaign.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Transmedia]]></kwd>
<kwd lng="es"><![CDATA[Comunicación organizacional]]></kwd>
<kwd lng="es"><![CDATA[Sostenibilidad]]></kwd>
<kwd lng="es"><![CDATA[Partes interesadas]]></kwd>
<kwd lng="en"><![CDATA[Transmedia]]></kwd>
<kwd lng="en"><![CDATA[Organizational Communication]]></kwd>
<kwd lng="en"><![CDATA[Sustainability]]></kwd>
<kwd lng="en"><![CDATA[Stakeholders]]></kwd>
</kwd-group>
</article-meta>
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