Estrategia transmedia con medios digitales para promoción de la empresa Eva Shop

Technology and communication are always evolving; therefore, the Transmedia Narrative seeks different ways to reach users where the story reaches more platforms to interact. This research focused on applying a transmedia narrative strategy for the company Eva Shop, which is a different and innovative way to stand out from the competition of commercial premises in the city of Riobamba, presenting current ideas, associating the different digital networks with specific uses for each of them. To develop the research, a quantitative approach was applied by means of measurable analyses through the use of surveys carried out with the company's clients, where important data was collected for the implementation of the transmedia strategy. It was also based on qualitative research of a social nature using instruments such as observation and interviews to determine the causes of the problem that affect the company internally. The sample analysed corresponded to economically active people in the city of Riobamba who are considered as potential customers, non-recurring customers, occasional, frequent and customers who have purchased the company's products in a given time, while the interviews were directed to the owner and a company focused on digital marketing. The results obtained confirmed that most people prefer images to text where the harmony of colour and shapes stand out; they like stories of romance, fantasy and feeling part of the story. Facebook, Instagram and Tik Tok are the most predominant platforms. Demonstrating that young people are the ones who spend the most time and use technology, the graphic arts were made based on their tastes and preferences obtained in the surveys. Creating a Transmedia Bible where each of the steps to follow are detailed to direct the user's journey and connect with the story.

• Hoofdauteur: Haro Alvarado, Jenny Alejandra (author)
• Formaat: bachelorThesis
• Taal: spa
• Gepubliceerd in: 2023
• Onderwerpen: Narrativa Transmedia; Redes Sociales; Biblia Transmedia; Publicidad
• Online toegang: http://dspace.unach.edu.ec/handle/51000/11047