Estrategias de comunicación digital para posicionar la Marca Jiimroy Tattos, estudio de tatuajes en Ambato

Abstract

This research analyzes the digital communication strategies employed by the tattoo studio JiimRoy Tattoos to improve its positioning in the Ambato market. Using a mixedmethodological approach, a content analysis was conducted of posts on the official Facebook page, shared between January and May 2025. This analysis identified the most effective topics and formats for capturing the public's attention, highlighting the importance of video reels and tattoos performed on women as key strategies. The results show that the implementation of digital tactics, such as constant posts and emotionally engaging content, has significantly contributed to increasing brand visibility and engagement. A series of strategic recommendations are also proposed, focused on strengthening the emotional connection with the audience and optimizing digital reach to ensure sustainable and effective growth in the tattoo industry.