Examinando por Autor "Torres Guaño, Daniel Duqueny"
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- ÍtemAcceso AbiertoMarketing digital como oportunidad de crecimiento de las fan page en las redes sociales(Universidad Catolica de Cuenca extension Cañar, 2022-08-23) Torres Guaño, Daniel Duqueny; Flores Urgiles, Cristian Humberto; 035015464-7ABSTRAC This article presents a digital marketing plan implementation for the "Canar Stock Specials" fan page in Canar-Ecuador, with the page followers´ participation. The objectives of this study were: a) Analyze the current external and internal competitive situation of the CanarStock specials, b) Measure the evolution of the page indicators in the social network by the implementation of the marketing plan, c) Demonstrate the functionality of the digital marketing plan applied to the CanarStock specials fan page. To establish the status of the fan page, the internal and external competitive situation and start the project, a SWOT analysis was conducted. For gathering information, a mixed approach was used since the quantitative method will give us the real values of the indicators in the fan page, and the qualitative method will analyze the factors involved in the digital marketing plan. The research result is the evidence of the digital marketing plan implementation functioning, taking into account the data recorded from the tool "insights", showing that 18-34 females are the greatest followers interactors, the time with the best reception of the publications is at 2 pm with more than 54% of followers and the page reach is from Canar city where the enterprises that generate publications come from, getting successful results. Keywords: digital marketing, kpi's, insight, fan page, interaction.