Percepción del contenido publicitario en las transmisiones en vivo del canal digital ambato emprende TV

Abstract

Digital channels are a means of communication that is currently used constantly and as a result of the pandemic, entrepreneurs sought ways to promote themselves through these broadcasting spaces. The digital channel Ambato Emprende TV, created by councilwoman Salomé Marín, is a tool that promotes the enterprises of the city. In January and February 2021 live broadcasts were made with interviews to Ambato businesses, with the strategy of conducting a raffle at the end of each interview to publicize the venture, depending on the category of each week. For this reason, the following study analyzes the perceptions of the participants of these interviews to know the level of effectiveness of this channel in terms of marketing strategies and advertising content used. To achieve the stated objectives, a survey and an in-depth interview were conducted, the survey was online with 16 questions, the same that was sent to the participating entrepreneurs; in addition, using the Likert scale, the perception of each of them was determined, measuring the level of satisfaction or if they agreed with the question asked. The in-depth interview was conducted through the zoom platform, to one of the participants, which helped to analyze in detail the aspects to be studied. It is also important to point out that this research is based on authors and theoreticians who base in a bibliographic way to verify the information issued in this research work.