Browsing by Author "Remache Machado, Ana Lucía"

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    Estrategia de marketing sobre Instagram para la publicidad de ropa interior en Tungurahua-Ecuador
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2018-06) Lascano Jerez, Marbella Elizabeth; Remache Machado, Ana Lucía; Medina Chicaiza, Ricardo Patricio
    Social networks and interaction with users are important for marketing management, because these users are the most active and effective that can be trusted in information. (Herrero, Álvarez, & López, 2011). On the other hand, the digital consumer is the majority of users under 35 years old because they are very active in social networks, where they share opinions and experiences through technological means. That is why the present work aims to develop a marketing strategy based on the social network Instagram for advertising underwear in the province of Tungurahua. It is important to mention that in studies carried out by the National Institute of Statistics and Censuses (INEC) it was evident that the use of social networks has boomed in recent years, statistics of 2015 were found which show that Facebook has 4' 888,541 users, this being the social network that stands out among the others. However, in that year the social network Instagram is not within the preferences of users. Among other data it is highlighted that in 2016 25.28% of the population uses social networks corresponding to 4,224,984 people. Companies use social networks to their advantage in marketing strategies due to popularity and low cost. For this reason, the objective of this research was to develop a marketing strategy on Instagram, for which the underwear company Impactex was taken as a reference with its leading brand MAO from the province of Tungurahua-Ecuador. The problem that has been detected is the scant use of the Instagram social network in the underwear companies within the province of Tungurahua-Ecuador, as well as the ignorance of the advantages offered by the social channel. For the research, information was extracted through scientific articles in databases such as ScienceDirect, Redalyc and Dialnet. The use of web pages, blogs, undergraduate and graduate theses was limited. As a result, 150 documents were obtained, of which 32 articles dealt with topics of advertising, social media, Instagram and metrics, which served to develop the theoretical framework. Likewise, empirical and theoretical methods were used, as well as metrics: visits by provinces and gender, number of followers, comments, among others. As well as the calculation of the sample was made based on the number of followers of the brand for the validation of the strategy. As a result of the strategy, five phases were proposed: analysis of the initial situation, establishment of the objective, elaboration of the strategy, action plan, evaluation and control.