Browsing by Author "Sánchez Freire, Danna Carolina"

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    Estrategias de comunicación digital y posicionamiento de marca en la empresa “Delicias del Mar”
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Sánchez Freire, Danna Carolina; Viteri Torres, Walter Francisco
    This thesis focuses on analyzing digital communication strategies and their impact on the brand positioning of the company "Delicias del Mar." In an increasingly digitized business environment, understanding and optimizing digital communication strategies become crucial for the success and relevance ofbrands in the market. To achieve this purpose, specific objectives were established, namely: identifying the digital communication strategies employed by the company "Delicias del Mar"; diagnosing the brand positioning of the company "Delicias del Mar"; and correlating how digital communication strategies influence brand positioning. Firstly, a thorough content analysis of the most relevant posts on each social media platform where the company is present—Facebook, Instagram, and TikTok—was conducted. It was found that "Delicias del Mar" maintains a strong presence on social media due to the consistent publication of content and its quality. Secondly, surveys were administered to a sample of 370 followers and customers, revealing that the company needs to focus on strengthening its connection with the younger audience and strategically evolving to meet the expectations of the target audience. Additionally, an interview highlighted that the combination of consistency, quality, and relevance in digital communication not only keeps the brand on the public's radar but also contributes to building a positive and distinctive image in the market. "Delicias del Mar" has successfully implemented digital communication strategies, resulting in a solid and attractive market positioning. The combination of innovation, adaptability, and quality in communication has proven essential in building a positive and distinctive image, which are fundamental elements in achieving business success.