Análisis de impacto de la aplicación del social Networks Marketing en las Microempresas de comercialización de ropa y cosméticos en la parroquia Tarqui de la Ciudad de Guayaquil
Fecha
2016
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Universidad Estatal de Guayaquil Facultad de Ciencias Administrativas
Resumen
El estudio que se presenta a continuación plantea el análisis de la
aplicación del social networks marketing para incrementar los niveles de
ventas de las microempresas de comercialización de ropa y cosméticos
en la parroquia Tarqui de la ciudad de Guayaquil. El proceso investigativo
está dirigido a personas de 15 a 65 años de edad, residentes en este
sector de la ciudad, y que tengan acceso a las redes sociales. El
planteamiento metodológico formulado es de enfoque alternativamente
cualitativo y cuantitativo; para la recolección de datos se plantea la
cobertura a fuentes primarias a través de las técnicas de entrevistas a
expertos y encuestas, que se realizarán a 384 individuos del universo
establecido; para las fuentes secundarias se harán las consultas
bibliográficas pertinentes. El procesamiento de la información se hará
mediante la aplicación de los métodos analítico y dialéctico, y serán
presentados en observancia de las normas APA vigentes.
Dentro de las conclusiones más importantes, se destaca que las redes
sociales son un fenómeno tecnológico, social y económico de gran
impacto, con el potencial de afectar a prácticamente todas las futuras
generaciones, que Facebook es indudablemente la red social más popular
en el Ecuador y el canal comunicacional con mayor potencial, siendo la
creatividad y constancia los factores claves del éxito.
Finalmente, se establece que los costos de las redes sociales son muy
reducidos, y el poder de incrementar significativamente los volúmenes de
ventas y la rentabilidad de los negocios. Estas conclusiones validan la
hipótesis general del estudio.
The study presented below presents the analysis of the application of social networks marketing to increase sales levels of micro marketing of clothes and cosmetics in the parish Tarqui city Guayaquil. The investigative process is aimed at people aged 15 to 65 years old, residents in this area of the city, who have access to social networks. The methodological approach is alternately formulated qualitative and quantitative approach; for data collection primary sources will be covered through techniques of expert interviews and surveys, to be held at 384 individuals of the universe established; secondary sources will be covered through the coverage of relevant literature. The information processing will be done by applying the analytical and dialectical methods, and will be presented in compliance with APA regulations. Among the most important findings it highlighted that social networks are a technological, social and economic phenomenon of great impact, with the potential to affect virtually all future generations, that Facebook is undoubtedly the most popular social network in Ecuador and the communication channel with the greatest potential, creativity and perseverance being the key success factors. Finally, it provides that the costs of social networks are very small, and the power to significantly increase sales volumes and profitability of business. These findings validate the general hypothesis of the study.
The study presented below presents the analysis of the application of social networks marketing to increase sales levels of micro marketing of clothes and cosmetics in the parish Tarqui city Guayaquil. The investigative process is aimed at people aged 15 to 65 years old, residents in this area of the city, who have access to social networks. The methodological approach is alternately formulated qualitative and quantitative approach; for data collection primary sources will be covered through techniques of expert interviews and surveys, to be held at 384 individuals of the universe established; secondary sources will be covered through the coverage of relevant literature. The information processing will be done by applying the analytical and dialectical methods, and will be presented in compliance with APA regulations. Among the most important findings it highlighted that social networks are a technological, social and economic phenomenon of great impact, with the potential to affect virtually all future generations, that Facebook is undoubtedly the most popular social network in Ecuador and the communication channel with the greatest potential, creativity and perseverance being the key success factors. Finally, it provides that the costs of social networks are very small, and the power to significantly increase sales volumes and profitability of business. These findings validate the general hypothesis of the study.
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Palabras clave
REDES SOCIALES, MICROEMPRSAS COMERCIALIZADORAS DE ROPA Y COSMÉTICOS, DESARROLLO COMERCIAL PARROQUIA TARQUI