ANÁLISIS DE LA CONCIENCIA DE MARCA DE LA UNIVERSIDAD CATÓLICA DE CUENCA EN INSTAGRAM

Abstract

Brand awareness research is the degree of recognition consumers have for a specific brand. This research analyzes the social network Instagram as an object of study to determine the state of brand awareness of the Catholic University of Cuenca, using qualitative and quantitative analysis. The first survey was conducted to consult a person's mental associations when listening to the university’s name. Thanks to this compilation, a word cloud was created that can be used to create a content schedule focused on reinforcing the favorable terms and changing the negative ones. In the quantitative analysis, the behavior of metrics on Instagram was studied from a statistical point of view. The research focused on measuring whether there is a positive correlation between likes and the reach of a publication. Using Excel pivot tables, the average monthly space was analyzed to relate it to the number of posts per month; with this analogy, it was understood how the number of posts published affects the reach. This research concluded that the brand is handled positively because there is a more significant number of mental associations, and the average monthly reach grew during the range of time analyzed. Thanks to this, it is possible to use this communication channel to reinforce brand awareness and maintain a strong positioning against other universities.