Aplicación de redes sociales para el posicionamiento en el Sector Maderero de la provincia de Tungurahua

Abstract

The purpose of this project is to support the wood sector, specifically the Huambaló furniture manufacturer, to the Centros Artesanal Huambaló association (Cenarhu), which through the new communication channels on the internet, and their use in these media, there is a possibility to conquer new customers who are in a second on the other side of a device, hungry for information, the objective is to analyze Social Networks that allows improving the brand appreciation for the positioning of the furniture sector in the Tungurahua Province. It is based on a qualitative approach, an exhaustive research is carried out through a bibliography of scientific articles related to the subject, books, etc., then a questionnaire is elaborated with the use of constructs and items that are checked by authors of scientific articles related to the subject with their respective permits for their use, and surveys were conducted to the 40 members of Cenarhu and then verified by statistical analysis Wilcoxon correlation. From the analysis, it is proposed to carry out a social media plan on Facebook, determining that Facebook is the best communication tool to arrive with the Cenarhu brand, and a strategy is proposed to reach the objective, in the end it is verified that it has results positive for the Cenarhu association through the IOR.