Influencia del diseño en el marketing digital a través de redes sociales en el posicionamiento de Las Pymes año 2018.
Fecha
2019-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El actual trabajo de investigación tiene como finalidad el estudio de la Influencia del Diseño en el Marketing Digital a través de Redes Sociales en el Posicionamiento de las Pymes. Se estima de gran importancia puesto que aportará a la comprensión y aplicación del Diseño Gráfico para el desarrollo de estrategias comerciales que, difundidas a través de redes sociales, permitirá a las Pymes fortalecer su posición en el mercado al que sirven, consiguiendo de esta manera un incremento de las actividades comerciales que les posibilitará no solamente lograr la sostenibilidad de sus operaciones sino también contribuir a la dinamización del sector en el que se desenvuelven. La investigación se efectuará entre los propietarios y administradores de las PYMES cuyos locales están ubicados en el Centro Comercial Plaza Mayor 1. Esta investigación se desarrolló bajo el método cuali-cuantitativo y científico, se empleó la investigación descriptiva; de la población objetivo, se recopiló información a través de un cuestionario de encuesta elaborado en base a la escala de Likert, se recurrió también a la entrevista para obtener la opinión de expertos. Los resultados obtenidos luego de la tabulación de los datos recogidos en la investigación permitieron justificar la elaboración de una Guía de Marketing Digital dirigido a las Pymes del Centro Comercial Plaza Mayor 1, propuesta planteada por los autores como una alternativa de solución al problema investigado.
The current research work aims to study the Influence of Design in Digital Marketing through Social Networks in the Positioning of SMEs. It is considered of great importance since it will contribute to the understanding and application of Graphic Design for the development of commercial strategies that, disseminated through social networks, will allow SMEs to strengthen their position in the market they serve, thus achieving a Increase in commercial activities that will enable them not only to achieve the sustainability of their operations but also to contribute to the revitalization of the sector in which they operate. The investigation will be carried out among the owners and administrators of the SMEs whose premises are located in the Plaza Mayor Shopping Center 1. This research was carried out under the qualitative-quantitative and scientific method, descriptive research was used; From the target population, information was collected through a survey questionnaire based on the Likert scale, the interview was also used to obtain expert opinion. The results obtained after the tabulation of the data collected in the investigation allowed to justify the elaboration of a Digital Marketing Guide aimed at SMEs of the Plaza Mayor Shopping Center 1, proposed by the authors as an alternative solution to the problem investigated.
The current research work aims to study the Influence of Design in Digital Marketing through Social Networks in the Positioning of SMEs. It is considered of great importance since it will contribute to the understanding and application of Graphic Design for the development of commercial strategies that, disseminated through social networks, will allow SMEs to strengthen their position in the market they serve, thus achieving a Increase in commercial activities that will enable them not only to achieve the sustainability of their operations but also to contribute to the revitalization of the sector in which they operate. The investigation will be carried out among the owners and administrators of the SMEs whose premises are located in the Plaza Mayor Shopping Center 1. This research was carried out under the qualitative-quantitative and scientific method, descriptive research was used; From the target population, information was collected through a survey questionnaire based on the Likert scale, the interview was also used to obtain expert opinion. The results obtained after the tabulation of the data collected in the investigation allowed to justify the elaboration of a Digital Marketing Guide aimed at SMEs of the Plaza Mayor Shopping Center 1, proposed by the authors as an alternative solution to the problem investigated.
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Palabras clave
MARKETING DIGITAL, REDES SOCIALES, POSICIONAMIENTO, PYMES.
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