Browsing by Author "Jiménez Bonilla, Alejandra Stephanie"

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    Estratégias publicitarias y la percepción de los socios en las redes sociales de Oscus cooperativa de ahorro y crédito Ltda
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn Social, 2023-03) Jiménez Bonilla, Alejandra Stephanie; Proaño Zurita, Jenny de los Ángeles
    The present research consisted of analyzing the advertising strategies and the perception that members have on social networks about Cooperativa de Ahorro y Crédito Oscus Ltda. The techniques used in the study were the interview and the survey, directed to the marketing and communications staff of the institution and to the members, respectively. The study on the behavior and perception of members of Oscus Cooperative reveals that digital marketing has surpassed traditional marketing due to the impact generated by the quality of information and advertising content on social networks and the speed of response. The strategies identified in the study focused on the important findings in social networks as a communication tool in the demand for services. Advertising is focused on promotions and discounts (48.94%) rather than attracting new customers (20.74%). Facebook is the most impactful social network with 78.72% uptake, followed by YouTube with 13.83%. Both are valued for their quality of information