Estrategias de difusión para el posicionamiento en redes sociales de la empresa Muebles en general
Positioning strategies differentiate a company by being fundamental to establishing a distinctive and relevant identity in the market, allowing brands to attract and retain their target customers effectively. The objective of the research was to develop dissemination strategies for the positioning o...
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| Hlavní autor: | |
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| Médium: | bachelorThesis |
| Jazyk: | spa |
| Vydáno: |
2024
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| Témata: | |
| On-line přístup: | https://repositorio.uta.edu.ec/handle/123456789/42712 |
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Přidat tag | Shrnutí: | Positioning strategies differentiate a company by being fundamental to establishing a distinctive and relevant identity in the market, allowing brands to attract and retain their target customers effectively. The objective of the research was to develop dissemination strategies for the positioning of the company “Muebles en General” on social networks. We worked through a mixed research approach and an inductive and deductive approach, through the application of a survey to 377 people from Pelileo and an interview with 4 representatives of the company. The results reflected that the company only has a Facebook page, with a virtual catalog that requires an immediate update. In addition, the published content is not distinctive of the company, much less does it have any promotional standards or parameters. Regarding the results of the survey, it was identified that customers prefer to see photos of products and videos on social networks, showing a positive impact on purchasing decisions, with Facebook being the most used social network. Finally, the strategies focused on the redesign of the logo, the creation of attractive visual content and the effective use of platforms such as Facebook, Instagram and TikTok |
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