Utilización de la red social Facebook como herramienta publicitaria para promocionar a la pequeña empresa en la ciudad de Loja en el periodo mayo 2017- enero 2018

The present investigation tries to measure the impact of digital marketing as a business tool especially in Small and Medium Lojanas Companies in the service sector, through a study that allows the analysis and impact of the social network Facebook as an advertising tool to promote the small company in the city of Loja. The methods used were: Scientific method, analytical and statistical, the same ones that served to describe and explain the relationship that exist in the management of digital marketing and measure the degree of incidence of the digital era in small, remote companies and identify their shortcomings to attract more supporters The methods used were: For the field research, a pre-elaborated survey was applied to the citizens of Loja and the research universe was delimited, consisting of 400 people, who are clients in the companies studied, among them divided into 20 of each and 20 owners of different small businesses in the city of Loja. According to the survey applied to the Lojana community, it could be established that the handling of digital advertising is incorrect in most of the cases studied. Most SMEs do not know that social networks such as Facebook is a powerful tool to stay in business. A client's mind, they do not see social networks as a source of life, leading to mere ignorance and inability to grow. That is, they do not have a Facebook page or are not properly structured under the basic rules recommended by different authors specialized in digital marketing. Based on the evaluation carried out, the need to guide SMEs with a basic knowledge in the management of the social network Facebook is outlined, with the purpose of encouraging small and medium-sized companies to know that social networks are the best tool available to them. All to improve in the field of the market, for which a strategic guide is presented, the same one that consists of a SWOT analysis, objectives, strategies and tactics of management in social networks and organization, execution, budget, financing. The study determined the need to build an alternative proposal, which allows the Pymes to enter the digital era with the appropriate use of advertising strategies

• Главный автор: Guayllas Macas, Nelson Javier (author)
• Формат: bachelorThesis
• Язык: spa
• Опубликовано: 2018
• Предметы: FACEBOOK; COMUNICACIÓN SOCIAL
• Online-ссылка: http://dspace.unl.edu.ec/jspui/handle/123456789/20821