Análisis de las estrategias comunicacionales en las redes sociales del Almacén Don Pato, 2020

The research was carried out in the Don Pato Warehouse located in the City of Babahoyo, where weaknesses are displayed regarding the communicational strategies applied to the institution's social networks, situations that condition the management and handling of the different products published in these media. The objective of the research is to analyze the communication strategies in social networks of the store, in order to identify the effect that its application is causing towards the target audience. The methodology used has a qualitative approach with a descriptive scope, the types of research applied were field and descriptive under the reasoning of the inductive method, while the techniques used are survey, interview and observation sheet, with questions addressed to citizens, the owner of the warehouse and the referential analysis of the management of social networks. The instruments generated allowed to detail the following results: there is no strategic marketing planning, the company has not incorporated a professional who is exclusively in charge of communication, communication strategies are developed empirically, which often do not generate reaction effective in the client, thus affecting the administration and development of digital media for a better business positioning.

• Egile nagusia: Palma Ramírez, Jessica Elizabeth (author)
• Formatua: bachelorThesis
• Argitaratua: 2021
• Gaiak: Redes sociales; Estrategias comunicacionales; Gestión; Marketing digital
• Sarrera elektronikoa: http://dspace.utb.edu.ec/handle/49000/9890