Comunicación digital como medio de difusión para el posicionamiento de los servicios de cattering de la ciudad de Babahoyo
| dc.contributor.advisor | Montecé Moreno, Cindy Elizabeth | |
| dc.contributor.author | Arreaga Vera, Georgina Anabel | |
| dc.contributor.author | Arias Hidalgo, Paulo Alexander | |
| dc.date.accessioned | 2025-05-05T21:42:27Z | |
| dc.date.available | 2025-05-05T21:42:27Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18193 | |
| dc.description | Through consumer orientation, marketing strategies in organizations allow managers to properly coordinate commercial activities. The main objective of this study is to determine the digital communication strategies as a means of dissemination that improve the positioning of cattering services in the city of Babahoyo. In this research, the methodology used is descriptive, since it is intended to establish the connection between the positioning of these companies in the local market and their digital communication strategies. The use of a mixed approach includes quantitative and qualitative methodologies. As a result, one of the aspects to be analyzed was the distribution of sex and age range; the response was 53.1% men and 46.9% women, where a balanced gender sample was obtained. As for age, 41.4% were between 20 and 25 years old, which suggests that digital communication strategies should be directed at the young population. It is concluded that social media platforms such as Facebook, Instagram, TikTok and WhatsApp Business are tools that allow effective communication with users. | es_ES |
| dc.description | Through consumer orientation, marketing strategies in organizations allow managers to properly coordinate commercial activities. The main objective of this study is to determine the digital communication strategies as a means of dissemination that improve the positioning of cattering services in the city of Babahoyo. In this research, the methodology used is descriptive, since it is intended to establish the connection between the positioning of these companies in the local market and their digital communication strategies. The use of a mixed approach includes quantitative and qualitative methodologies. As a result, one of the aspects to be analyzed was the distribution of sex and age range; the response was 53.1% men and 46.9% women, where a balanced gender sample was obtained. As for age, 41.4% were between 20 and 25 years old, which suggests that digital communication strategies should be directed at the young population. It is concluded that social media platforms such as Facebook, Instagram, TikTok and WhatsApp Business are tools that allow effective communication with users. | es_ES |
| dc.description.abstract | A través de la orientación al consumidor, las estrategias de marketing en las organizaciones permiten a los gerentes coordinar adecuadamente las actividades comerciales. En el presente estudio se tiene como objetivo principal determinar las estrategias de comunicación digital como medio de difusión que mejoren el posicionamiento de los servicios de cattering en la ciudad de Babahoyo. En la presente investigación la metodología que se utilizó es descriptiva, ya que se pretende establecer la conexión entre el posicionamiento de estas empresas en el mercado local y sus estrategias de comunicación digital. El uso de un enfoque mixto incluye metodologías cuantitativas y cualitativas, Como resultado unos de los aspectos a analizar fue la distribución de sexo y rango de edad; se obtuvo como respuesta el 53,1% de hombres y 46,9% mujeres, donde se obtuvo una muestra equilibrada de género. En cuanto a la edad, el 41,4% tenía entre 20 y 25 años, lo que se sugiere que las estrategias de comunicación digital sean dirigidas a la población de jóvenes. se concluye que las plataformas de redes sociales como Facebook, Instagram, TikTok y WhatsApp Business son herramientas que permiten una comunicación efectiva con los usuarios. | es_ES |
| dc.format.extent | 79p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Cattering | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Comunicación digital | es_ES |
| dc.subject | Redes sociales | es_ES |
| dc.title | Comunicación digital como medio de difusión para el posicionamiento de los servicios de cattering de la ciudad de Babahoyo | es_ES |
| dc.type | bachelorThesis | es_ES |
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