Marketing Digital y Comercio Electrónico

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    Social Media como estrategia de comunicación para la difusión del trail running en la ciudad de Latacunga.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Martínez Pérez, Marco Patricio; Morales Urrutia, Diana Cristina
    The Fan Page MAT (Mashca Adventure Time) is dedicated to promoting a different lifestyle through physical activity, teamwork, healthy eating, the use of public space and the fulfillment of personal and group goals. This study focused on attracting new members of the Fan page MAT in the city of Latacunga through the use of social media, for the diffusion of trail running in the city. The present inquiry is aimed at making a comprehensive analysis of the current situation of the Fan page analyzing strengths, threats, opportunities and weaknesses in order to achieve better communication between members and future fans of the same, using social media and their tools for creating appropriate content and more attractive to our target audience. The methodology used in the research process was the analysis of surveys, as well as the observation of MAT community activities. In addition, knowledge was strengthened through scientific reading. Finally, the situation in which the Fan page MAT is located is determined, allowing the design of a content strategy in the social network Facebook, MAT page fan (Mashca Adventure Time) for the diffusion of trail running in the city of Latacunga, which allows improve the interaction and communication of members and potential fans taking into account the analysis and preferences of the respondents, and improve the experience of them when navigating and being part of the MAT community not only as members but as part of a family that seeks the well-being with the practice of trail running.