Estrategias de comunicación en redes sociales para la asociación interprofesional de artesanos el Tambo perteneciente a la provincia de Santa Elena año 2021
Fecha
2021
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Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El trabajo de investigación tuvo como finalidad diseñar estrategias comunicacionales mediante las
redes sociales, para lograr así el reconocimiento de la Asociación Interprofesional de Artesano “El
Tambo” y sus respectivos productos que la diferencias. Se analizó varias fuentes teóricas para tener
mayor información con lo que respecta al tema. El estudio realizado fue de tipo descriptivo con
enfoque mixto ya que se obtuvieron datos mediante instrumentos de recolección como lo son las
encuestas dirigidas a 384 personas de la provincia de Santa Elena teniendo como resultado que
61,5 % está de acuerdo en por lo menos haber escuchado de la asociación, también se realizó las
entrevistas a los 23 socios que conforman esta entidad mostrando una similitud de datos donde el
67% está de acuerdo en que se difundan contenidos de los productos mediante las plataformas
digitales como Facebook ya que esta red es la más usada por los encuestados. En conclusión, se
diseñaron propuestas para solucionar el problema ya que 43, 8% no esta tan seguro de reconocer
el logo de la institución ni sus símbolos que la representa. Por lo que se recomendó un cambio de
imagen e implementar las estrategias para ganar una mayor visibilidad.
The purpose of the research work was to design communication strategies through social networks, in order to achieve the recognition of the Interprofessional Association of Craftsman "El Tambo" and its products that differentiate them. Several theoretical sources were analyzed to obtain more information regarding the subject. The study carried out was of a descriptive type with a mixed approach since data collection instruments were obtained, such as through surveys directed to 384 people in the province of Santa Elena, with the result that 61.5% agree that at least having Heard from the association, interviews were also carried out with the 23 partners that make up this entity, showing a similarity of data where 67% agree that the contents of the products are disseminated through digital platforms such as Facebook since this network is the most used by respondents. In conclusion, proposals were designed to solve the problem since 43.8% are not as sure of recognizing the institution's logo or its symbols as the representation. So it is recommended a makeover and implement strategies to gain greater visibility.
The purpose of the research work was to design communication strategies through social networks, in order to achieve the recognition of the Interprofessional Association of Craftsman "El Tambo" and its products that differentiate them. Several theoretical sources were analyzed to obtain more information regarding the subject. The study carried out was of a descriptive type with a mixed approach since data collection instruments were obtained, such as through surveys directed to 384 people in the province of Santa Elena, with the result that 61.5% agree that at least having Heard from the association, interviews were also carried out with the 23 partners that make up this entity, showing a similarity of data where 67% agree that the contents of the products are disseminated through digital platforms such as Facebook since this network is the most used by respondents. In conclusion, proposals were designed to solve the problem since 43.8% are not as sure of recognizing the institution's logo or its symbols as the representation. So it is recommended a makeover and implement strategies to gain greater visibility.
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Palabras clave
ESTRATEGIAS DE COMUNICACIÓN, MARKETING DIGITAL, REDES SOCIALES, ARTESANOS, ASOCIACIÓN
Citación
APA