Browsing by Author "Pérez Panchi Klever Israel, Klever Israel"

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    El manejo de Facebook en las campañas publicitarias de la Industria Textil ASOTEXTELLAN en Píllaro
    (Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-07) Pérez Panchi Klever Israel, Klever Israel; Guamán Guadalima, Nelly Gabriela
    This research work, investigates the importance that Facebook currently has in the advertising world, also how convenient it is to have technical and theoretical knowledge in digital marketing when managing the Fanpage of an organization or institution. The objective of this research work is to analyze the management of the Facebook social network in digital marketing. Consequently, it will be determined what are the uses that are given to Facebook when the association makes publicity, it will be identified if there is management before applying an advertising campaign and it will be established what are the mistakes made in the administration of the website. To collect the necessary information as part of the fulfillment of the objectives and verification of the hypothesis, we worked with the qualitative approach that aims to collect information by observing the object or phenomenon of study. Three techniques and methodological tools were used: content analysis, interview and comparative analysis, first through tables of content variables, details were detailed that the Fanpage has, second a script was created and it was applied to three people who have managed or administered the page Facebook of the organization, the comparative analysis was finally carried out to contrast information and verify the presumption, it was concluded that effectively the management of the social network Facebook of the Asociación de Producción Textil el Tesoro de los Llanganates (ASOTEXTELLAN) is unfounded Technicians and theorists. It is highlighted that the people interviewed are aware of the deficiencies that the institutional page has on Facebook and how important this social network is if it is used properly to carry out advertising campaigns. The conclusions and suggestions made in this research work should be accepted for the effectiveness in the administration of the Fanpage of ASOTEXTELLAN and of the other organizations that do not have the knowledge to carry out digital advertising campaigns on Facebook.