Impacto de las redes sociales como estrategia publicitaria en la venta de Servicios y/o productos de las Clínicas Veterinarias en la ciudad de Ambato

Abstract

The objective of the research was to evaluate the impact of social networks as an advertising strategy in the sale of services and/or products of veterinary clinics in the city of Ambato, the instrument used was a survey that consisted of 16 closed questions and was applied to 28 Veterinary Clinics and Hospitals of the Huachi Loreto Parish, AtochaFicoa Parish and Víctor Hugo Avenue sector, the processing of the information showed that the services offered by the Clinics (n=28) are Preventive Medicine (27 ), General surgeries (22), Pet shop (22) and Hairdressing and grooming (21), and that the most frequent contents were discounts (24) and training type contents (19), there was a correlation of (r= 0.79) among the main veterinary services provided by the clinics surveyed (Question 1), specifically preventive medicine and the treatments they decided to promote on social networks (Question 5), especially sterilizations; With respect to the categories Preventive Medicine, Specialty Surgeries, the social networks Facebook, WhatsApp as well as the sterilization service and advertised discounts, represented the contribution base of the increase in economic income, new clients according to the Contribution Association test Multiple (ACM), therefore it is concluded that the impact of advertising preventive M. services and sterilizations on social networks increased economic income by 10-30% and Facebook was the key advertising channel, and the time of 2-5 years managing social profiles and every week showed positivity in business. Keywords: Social network, Facebook, Instagram, Sterilizations, Pet shop, Hairdressing and grooming, Impact.