La incidencia de las fake news en las estrategias publicitarias digitales en la ciudad de Ambato

Abstract

Currently, companies that remain in the market use digital media as an essential part of their strategies, due to the excess of advertising that exists in these, often omit information necessary for the consumer or exaggerate the benefits of their products, reaching the point of lying to stand out, go viral, be trends or conquer the market. That is why the following project determines the impact caused by the use of these advertising pieces and how they have been influenced by fake news. The objectives are reflected in the results, where an analysis of the data obtained and the cases where advertising with characteristics of fake news was detected. Likewise, it was possible to identify whether or not fake news had an impact on advertising strategies.