Browsing by Author "Fiallos Sánchez, Diego Arnaldo"

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    El Ship post como estrategia de marketing digital y su incidencia en el proceso de compra en los estudiantes universitarios de la ciudad de Ambato, caso KFces
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-06) Fiallos Sánchez, Diego Arnaldo; Proaño Zurita, Jenny de los Ángeles
    The present research, titled "Ship Post as a Digital Marketing Strategy and Its Impact on the Purchasing Process among University Students in the City of Ambato, Case Study: KFCes", aims to analyze the impact of this type of digital publication on brand perception and purchasing behavior. Ship posts, a type of content characterized by humor and alignment with contemporary trends, have become a marketing strategy utilized by various companies to capture the attention of young audiences. For the development of this study, a quantitative approach was adopted, enabling structured and precise measurement of the effectiveness of this content within the realm of digital marketing. Based on a Likert-scale survey, 387 responses were collected from students at various universities in Ambato. The survey questions focused on analyzing brand positioning, user perception of these contents, emotional connection, and purchase motivation. The findings indicate that ship posts are effective in strengthening brand image on social media, as most respondents had a positive view of this type of content. Moreover, the results show that emotional connections are created with consumers, making KFCes more relatable to its users. Additionally, the study found that while ship posts help in brand recall and generating interest, their direct impact on the act of purchasing warrants more in-depth investigation. In terms of feasibility, the implementation of such content proves effective for younger audiences, who highly value publications that evoke positive emotions. This strategy reinforces the synergy between marketing and digital communication, demonstrating that brands can adapt to current consumption trends. In conclusion, ship posts are a significant tool for connecting with consumers, as they strengthen brand presence on social media and enhance purchase motivation, holding notable relevance in the digital sphere