Marketing Digital y Comercio Electrónico

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

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    Auditoría de la imagen corporativa y reposicionamiento de la Empresa Eléctrica Regional del Sur S.A. en la ciudad de Loja
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Bustamante Ortega, Pablo Fabricio; Morales Urrutia, Diana Cristina
    The main objective of this research is to determine the impact of the audit of the corporate image on the repositioning of the Southern Regional Electric Company S.A. In the city of Loja, whose approach is qualitative, in the research modality bibliographic and field research was used, the survey was carried out as a technique which was validated by the Cronbach alpha method and subsequently applied to 384 people. They were tabulated, graphed and interpreted in such a way that the hypothesis was proved demonstrating that with an adequate audit of the corporate image the repositioning of the Southern Regional Electric Company S.A. In the city of Loja. After analyzing and interpreting the results of the survey, it was concluded that the implementation of optimal strategies for the repositioning of the corporate image of the Southern Electric Power Company S.A. of the city of Loja will help to maintain a unique image before the other institutions as well as with the application of these strategies will be fully fulfilled with the general objective of the investigation.
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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.