Examinando por Autor "Pérez Loja, Johanna Verónica"
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- ÍtemAcceso AbiertoPropuesta de modelo de gestión en redes sociales para la promoción empresarial en Cuenca(Universidad Católica de Cuenca., 2023) Pérez Loja, Johanna Verónica; Cordero Coellar, Edgar Vicente; 0106304645This qualitative and ethnographic research is based on the use of social networks for business promotion in Cuenca. Social networks in digital marketing have turned into an effective phenomenon in digital communication, allowing companies and users to interact, which helps to build confidence and common sense among consumers. The main objective of this proposal is to propose a social network management model for business promotion and to understand its use and role as a business strategy. The methodology and collection of the data used in this research project were through a bibliographical review, which allowed us to gather the most relevant studies, research, data, and theoretical information regarding the research problem. In addition, monitoring the advertising pages of the two micro-companies cited as case studies were applied to understand their management and social network use. In addition, interviews were conducted with specialists and experts on digital communication and social media management. Finally, focus groups of micro-entrepreneurs on the relevance, management, and use of social media to promote their businesses.