Influencia de la migración a la publicidad digital en las empresas de calzado, casos de estudio en la ciudad de Ambato

Abstract

This research project corresponds to an analysis of different case studies of footwear companies in the province of Tungurahua, in order to determine the benefits of the migration that many of the companies have made in the advertising sector to the digital environment. Considering the years prior to the SARS-CoV-2 pandemic and the years after, since in the face of the crisis many companies were in a total economic decline, causing many companies to close permanently or change the production area in order to stay afloat. But thanks to one of the digital resources, footwear companies were able to continue with the sale and promotion of their products through social networks, which allowed small, medium, and large producers to continue production for sale in the market and remain in force despite the crisis that paralysed the market.