Estrategias de comunicación y el posicionamiento de marca: El caso de la casa de apuestas Ecuabet en Ambato

Abstract

The presence in social networks is crucial for the success of companies, especially in the betting industry. Within a country in which sports betting games come into existence thanks to a legal vacuum that governs Ecuador. Faced with an uncertain economic future, the Ambato city agency of the Ecuabet betting house seeks to implement some communication strategies to improve its positioning and its relationship with customers. For this research to be possible, it was analyzed considering a qualitative and quantitative approach and the deep analysis of the designs of the publications that Ecuabet posted on its social networks, from the message it projects, to the type of color it uses to attract new clientele