ESTRATEGIAS DE GESTIÓN DE COMUNIDADES EN LA CONSTRUCCIÓN DE MARCA Y LA PARTICIPACIÓN DEL USUARIO EN PLATAFORMAS DIGITALES
| dc.contributor.advisor | MONTECE, CINDY | |
| dc.contributor.author | ROSADO COTTO, NAYELLY VERONICA | |
| dc.date.accessioned | 2024-04-04T15:45:56Z | |
| dc.date.available | 2024-04-04T15:45:56Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15902 | |
| dc.description | This research deals with community management in brand building and user participation in current digital platforms, where the importance of establishing adequate communication with the target market to increase business competitiveness is highlighted. In addition, the study highlights the benefits of developing optimal work as a Community Manager, which is the professional in charge of managing community management and implementing favorable actions that allow increasing interaction with the user and strengthening the brand. The objective of the research is to analyze community management strategies in brand construction and user participation in digital platforms. The study methodology is made up of a mixed approach; that is, qualitative and quantitative; In addition, the hypothetical deductive and analytical inductive methods were used. Survey and observation techniques were also considered, which are aimed at 38 restaurants that are part of the Abreco community in the city of Babahoyo. The research concluded that: The proper management of digital platforms is very important since currently one of the most effective ways to build a brand is through social networks. Constant exposure in these digital media contributes to increasing the visibility of the brand, generating greater recognition and reach. | es_ES |
| dc.description | This research deals with community management in brand building and user participation in current digital platforms, where the importance of establishing adequate communication with the target market to increase business competitiveness is highlighted. In addition, the study highlights the benefits of developing optimal work as a Community Manager, which is the professional in charge of managing community management and implementing favorable actions that allow increasing interaction with the user and strengthening the brand. The objective of the research is to analyze community management strategies in brand construction and user participation in digital platforms. The study methodology is made up of a mixed approach; that is, qualitative and quantitative; In addition, the hypothetical deductive and analytical inductive methods were used. Survey and observation techniques were also considered, which are aimed at 38 restaurants that are part of the Abreco community in the city of Babahoyo. The research concluded that: The proper management of digital platforms is very important since currently one of the most effective ways to build a brand is through social networks. Constant exposure in these digital media contributes to increasing the visibility of the brand, generating greater recognition and reach. | es_ES |
| dc.description.abstract | La presente investigación trata sobre la gestión de comunidades en la construcción de marca y la participación del usuario en plataformas digitales de la actualidad, donde se resalta la importancia de establecer una adecuada comunicación con el mercado meta para incrementar la competitividad empresarial. Además, el estudio destaca los beneficios de desarrollar una óptima labor como Communitiy Manager, que es el profesional encargado de manejar la gestión de comunidades y de implementar acciones propicias que permitan incrementar la interacción con el usuario y el fortalecimiento de la marca. El objetivo de la investigación consiste en analizar las estrategias de gestión de comunidades en la construcción de marca y la participación del usuario en plataformas digitales. La metodología del estudio está conformada por un enfoque mixto; es decir cualitativo y cuantitativo; además, se emplearon lo métodos hipotético deductivo y analítico inductivo. También se consideraron las técnicas de la encuesta y observación, las cuales están dirigidas a 38 restaurantes que forman parte de la comunidad Abreco de la ciudad de Babahoyo. La investigación concluyó que: La gestión adecuada de las plataformas digitales es muy importe en virtud de que en la actualidad una de las formas más efectivas para construir una marca es por medio de las redes sociales. La exposición constante en estos medios digitales contribuye a aumentar la visibilidad de la marca, generando un mayor reconocimiento y alcance. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo | es_ES |
| dc.relation.ispartofseries | TIC-UTB-FCJSE-COMUNICACION-000007; | |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Community Manager | es_ES |
| dc.subject | comunidades | es_ES |
| dc.subject | marca | es_ES |
| dc.subject | interacción | es_ES |
| dc.subject.other | COMUNICACION | es_ES |
| dc.title | ESTRATEGIAS DE GESTIÓN DE COMUNIDADES EN LA CONSTRUCCIÓN DE MARCA Y LA PARTICIPACIÓN DEL USUARIO EN PLATAFORMAS DIGITALES | es_ES |
| dc.type | bachelorThesis | es_ES |
Files in this item
This item appears in the following Collection(s)
Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 Ecuador