“Estrategias digitales de difusión de los servicios de Conagopare Pichincha”.

The research project focused on identifying and analyzing effective digital strategies to significantly engage target audience. Therefore, the problem lay in how CONAGOPARE Pichincha could effectively adopt digital strategies to strengthen its communication. To achieve this, a theoretical framework was developed on digital strategies and used tactics to achieve this objective. The methodology of this study was mixed, incorporating both, qualitative and quantitative approaches. Used instruments included a survey, directed to 53 parish Pichincha representatives, to understand their preferences regarding the platforms used. Additionally, an interview was conducted to the director of the communication department of the organization. Upon completion of the surveys and interviews, a proposal on digital strategies for the organization was developed, including strategies for positioning CONAGOPARE Pichincha and platforms to measure reach and interaction on social media. It was concluded that constant adaptation to the preferences and behaviors of target audience, supported by continuous monitoring, which was a key to maintain effective communication in the parish communities. This comprehensive research approach provided valuable guidance to improve communication and engagement at local level. In a world where digitalization is increasingly predominant, understanding how to effectively utilize digital tools becomes crucial for organizations, especially those focus on community involvement.

• Hovedforfatter: Fuentes Nacaza, Tania Patricia (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2024
• Fag: ESTRATEGIAS DIGITALES; PLATAFORMAS DIGITALES; RURALIDAD; ALCANCE; MERCADOTECNIA
• Online adgang: http://repositorio.utc.edu.ec/handle/27000/12164