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Análisis de las estrategias comunicacionales en las redes sociales del Almacén Don Pato, 2020
| dc.contributor.advisor | Lemos, Daniel | |
| dc.contributor.author | Palma Ramírez, Jessica Elizabeth | |
| dc.date.accessioned | 2021-06-21T00:07:40Z | |
| dc.date.available | 2021-06-21T00:07:40Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/9890 | |
| dc.description | The research was carried out in the Don Pato Warehouse located in the City of Babahoyo, where weaknesses are displayed regarding the communicational strategies applied to the institution's social networks, situations that condition the management and handling of the different products published in these media. The objective of the research is to analyze the communication strategies in social networks of the store, in order to identify the effect that its application is causing towards the target audience. The methodology used has a qualitative approach with a descriptive scope, the types of research applied were field and descriptive under the reasoning of the inductive method, while the techniques used are survey, interview and observation sheet, with questions addressed to citizens, the owner of the warehouse and the referential analysis of the management of social networks. The instruments generated allowed to detail the following results: there is no strategic marketing planning, the company has not incorporated a professional who is exclusively in charge of communication, communication strategies are developed empirically, which often do not generate reaction effective in the client, thus affecting the administration and development of digital media for a better business positioning. | es_ES |
| dc.description | The research was carried out in the Don Pato Warehouse located in the City of Babahoyo, where weaknesses are displayed regarding the communicational strategies applied to the institution's social networks, situations that condition the management and handling of the different products published in these media. The objective of the research is to analyze the communication strategies in social networks of the store, in order to identify the effect that its application is causing towards the target audience. The methodology used has a qualitative approach with a descriptive scope, the types of research applied were field and descriptive under the reasoning of the inductive method, while the techniques used are survey, interview and observation sheet, with questions addressed to citizens, the owner of the warehouse and the referential analysis of the management of social networks. The instruments generated allowed to detail the following results: there is no strategic marketing planning, the company has not incorporated a professional who is exclusively in charge of communication, communication strategies are developed empirically, which often do not generate reaction effective in the client, thus affecting the administration and development of digital media for a better business positioning. | es_ES |
| dc.description.abstract | La investigación se realizó en el Almacén Don Pato ubicado en la Ciudad de Babahoyo, donde se despliegan debilidades respecto a las estrategias comunicacionales aplicadas a las redes sociales de la institución, situaciones que condicionan la gestión y el manejo de los diferentes productos publicados en estos medios. El objetivo de la investigación es analizar las estrategias comunicacionales en redes sociales del almacén, con el propósito de identificar el efecto que su aplicación está causando hacia el público objetivo. La metodología utilizada tiene un enfoque cualitativo con alcance descriptivo, los tipos de investigación aplicados fueron de campo y descriptiva bajo el razonamiento del método inductivo, mientras que las técnicas utilizadas son encuesta, entrevista y ficha de observación, con preguntas direccionadas a la ciudadanía, el dueño del almacén y el análisis referencial del manejo de las redes sociales. Los instrumentos generados permitieron detallar los siguientes resultados: no existe una planificación estratégica de marketing, la empresa no ha incorporado un profesional que se encargue de forma exclusiva de la comunicación, las estrategias comunicaciones son desarrolladas de forma empírica, los cuales muchas veces no generan reacción efectiva en el cliente, afectando así la administración y desarrollo de los medios digitales para un mejor posicionamiento empresarial. | es_ES |
| dc.format.extent | 34 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Redes sociales | es_ES |
| dc.subject | Estrategias comunicacionales | es_ES |
| dc.subject | Gestión | es_ES |
| dc.subject | Marketing digital | es_ES |
| dc.title | Análisis de las estrategias comunicacionales en las redes sociales del Almacén Don Pato, 2020 | es_ES |
| dc.type | bachelorThesis | es_ES |
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