INSTAGRAM COMO ESTRATEGIA DE MARKETING PARA JÓVENES EMPRENDEDORES EN BABAHOYO
| dc.contributor.advisor | MSC. MARÍA TERESA FLORES MONTOYA | |
| dc.contributor.author | CEDEÑO ANGULO WELLINGTON DANIEL | |
| dc.contributor.author | ONOFRE CHIRIGUAYO GENESIS YULEIDY | |
| dc.date.accessioned | 2024-09-24T17:05:15Z | |
| dc.date.available | 2024-09-24T17:05:15Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17322 | |
| dc.description | Due to the enormous influence of social networks, it is important to analyze the effectiveness of Instagram as a marketing strategy. This research will not only provide entrepreneurs with practical tools and strategies, but will also contribute to the academic field of digital marketing and entrepreneurship. Gaps in young entrepreneurs' knowledge of marketing strategies can hinder their ability to acquire digital resources and technical skills. In a context where marketing through Instagram is paramount, those who do not have digital skills or adequate knowledge of marketing tactics could be left behind, which would affect their ability to effectively take advantage of this platform. It is for this reason that our general objective of our research is to evaluate the Effectiveness of Instagram when used as a Marketing Strategy by young entrepreneurs in the city of Babahoyo, where it will benefit from a mixed research design, because it combines qualitative and quantitative methods and also focus group techniques, which will allow us to obtain a clearer and more complete understanding of what was investigated, where we will also apply surveys and interviews to get to know its effectiveness on Instagram. | es_ES |
| dc.description | Due to the enormous influence of social networks, it is important to analyze the effectiveness of Instagram as a marketing strategy. This research will not only provide entrepreneurs with practical tools and strategies, but will also contribute to the academic field of digital marketing and entrepreneurship. Gaps in young entrepreneurs' knowledge of marketing strategies can hinder their ability to acquire digital resources and technical skills. In a context where marketing through Instagram is paramount, those who do not have digital skills or adequate knowledge of marketing tactics could be left behind, which would affect their ability to effectively take advantage of this platform. It is for this reason that our general objective of our research is to evaluate the Effectiveness of Instagram when used as a Marketing Strategy by young entrepreneurs in the city of Babahoyo, where it will benefit from a mixed research design, because it combines qualitative and quantitative methods and also focus group techniques, which will allow us to obtain a clearer and more complete understanding of what was investigated, where we will also apply surveys and interviews to get to know its effectiveness on Instagram. | es_ES |
| dc.description.abstract | Debido a la enorme influencia de las redes sociales, es importante analizar la efectividad de Instagram como estrategia de marketing. Esta investigación no solo proporcionará a los emprendedores herramientas y estrategias prácticas, sino que también contribuirá al campo académico del marketing digital y el emprendimiento. Las lagunas en el conocimiento de las estrategias de marketing de los jóvenes emprendedores pueden obstaculizar su capacidad para adquirir recursos digitales y habilidades técnicas. En un contexto donde el marketing a través de Instagram es primordial, aquellos que no cuentan con habilidades digitales o con los conocimientos adecuado en tácticas en mercadotecnia podrían quedar atrasados, lo que afectaría su capacidad para aprovechar eficazmente esta plataforma. Es por esta razón que nuestro objetivo general de nuestra investigación es llegar a Evaluar la Efectividad de Instagram al ser utilizado como Estrategia de Marketing por los jóvenes emprendedores en la ciudad de Babahoyo, donde se beneficiará de un diseño de investigación mixto, debido a que combina métodos cualitativos y cuantitativos y también técnicas de grupo focal, lo que permitirá obtener una comprensión más clara y completa sobre lo investigado, donde también aplicaremos encuestas y entrevistas para llegar a conocer cuál es su efectividad en Instagram. | es_ES |
| dc.format.extent | 62p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO | es_ES |
| dc.relation.ispartofseries | TIC-UTB-FCJSE-COMUNICACION-000043; | |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | es_ES | |
| dc.subject | emprendedores | es_ES |
| dc.subject | influencer | es_ES |
| dc.subject.other | COMUNICACION | es_ES |
| dc.title | INSTAGRAM COMO ESTRATEGIA DE MARKETING PARA JÓVENES EMPRENDEDORES EN BABAHOYO | es_ES |
| dc.type | bachelorThesis | es_ES |
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