Los KPI y el manejo de redes sociales en los emprendimientos de estética de la ciudad de Latacunga.

The economic crisis provoked by the COVID-19 has generated a huge impact in the country and as consequences a decrease in sells and services in small, medium and big enterprises has been noticed, for that reason the need of the use of the social media as a new form of communication, work and business. It has been proposed as overall goal to identify the main KPI measures in social media applied to aesthetic center entrepreneurships in Latacunga city. For it, a methodology with quantitative focus and descriptive, exploratory aspect, there have been developed two polls as data collection tool which were applied to 148 active aesthetic centers and 382 people who establish the objective aim business. As a result of this research, it has been proposed a model based on KPI indicators and Smart objectives in which two phases are established: Phase 1 Effectiveness KPI, having the analyses of the Engagement Rate as main indicator; Phase 2 alternatives KPIs confirmed by the organic reach, view and amplification rate. The applying of this KPI model in the aesthetic center selected as object of study, allowed to identify the critical aspects in the content of images, videos and analyzed stories affecting their performance in Facebook and Instagram. From an academic perspective the research has contributed to the development of a model which will allow to manage properly the facts that are performed in social media based on the proposed objectives to get a timely decision making

• Auteur principal: Tamay Moposita, Sofía Alexandra (author)
• Format: masterThesis
• Langue: spa
• Publié: 2022
• Sujets: SMART; MÉTRICAS; REDES SOCIALES; ADMINISTRACIÓN
• Accès en ligne: http://repositorio.utc.edu.ec/handle/27000/8403