Marketing Digital y Comercio Electrónico

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879

Browse

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Estrategias de negocio para calzado de terapia basado en Instagram
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Plúas Llamuca, Geovanni Gonzalo; Medina Chicaiza, Ricardo Patricio
    The objective of the research is to develop a business strategy based on Instagram, in the leather and therapy footwear sector. The strategy will allow to face the competition successfully, to balance the use of the resources of the companies, in favor of the development and innovation of new sources of communication, to socialize the information of its products and / or services. The present work demonstrates as a more representative problem, the insufficiency of innovation with respect to the content published in a social network Instagram, the study analyzes the topics related to the creation of a content strategy, to evaluate the satisfaction of the clients through empirical instruments such as a survey, to know the acceptability of using the Instagram application as a business strategy based on its content. The results of the strategy address seven phases: the current situation of the company, objectives, audience, editorial line, content development, publication distribution and measurement, in addition, The review of the research background and the results generated, proposed as a proposal for a content marketing plan to increase the level of interaction with customers, in other words, influence the purchase decision, this will allow to know the content (thematic, promotions, events, new services, etc.) preferred by clients.