Marketing Digital y Comercio Electrónico

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879

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    Análisis de la influencia de la estructura de una tienda virtual en la decisión de compra del consumidor on-line.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Vargas Acosta, Tannia Patricia; Medina Chicaiza, Ricardo Patricio
    This research project is aiming to help electronic suppliers to optimize the use of virtual stores to improve the value of their offer and create an ideal environment to achieve profitable exchanges. This research shows that the most important problem is the lack of analysis on virtual stores´ elements and their influence on the decision of purchase of the on-line consumer. The conceptual study analyzes the on-line marketing evolution, the elements that are part of online stores, the online consumer profile, and the most common e-commerce platforms, which information gave us the enough knowledge to use the expert judgment and also theoretic and empirics methods, which showed as results that the most influencer factors for the purchase decision are the security, usability and the business intelligence for customer’s satisfaction.
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    Estrategias de negocio para calzado de terapia basado en Instagram
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Plúas Llamuca, Geovanni Gonzalo; Medina Chicaiza, Ricardo Patricio
    The objective of the research is to develop a business strategy based on Instagram, in the leather and therapy footwear sector. The strategy will allow to face the competition successfully, to balance the use of the resources of the companies, in favor of the development and innovation of new sources of communication, to socialize the information of its products and / or services. The present work demonstrates as a more representative problem, the insufficiency of innovation with respect to the content published in a social network Instagram, the study analyzes the topics related to the creation of a content strategy, to evaluate the satisfaction of the clients through empirical instruments such as a survey, to know the acceptability of using the Instagram application as a business strategy based on its content. The results of the strategy address seven phases: the current situation of the company, objectives, audience, editorial line, content development, publication distribution and measurement, in addition, The review of the research background and the results generated, proposed as a proposal for a content marketing plan to increase the level of interaction with customers, in other words, influence the purchase decision, this will allow to know the content (thematic, promotions, events, new services, etc.) preferred by clients.