Relación entre el Código Antropológico de las publicaciones en Facebook con la tasa de incremento de nuevos clientes y el posicionamiento de marca del Banco Pichincha, Banco del Austro y Banco de Guayaquil de la ciudad de Cuenca, período 2016 - 2017

Abstract

This article analyzed the publications in the social network Facebook of Banco Pichincha, Banco del Austro, and Banco Guayaquil, classifying them according to the criteria proposed by Klaric. To identify the type of relationship between the type of publication with the growth rate of new clients and the positioning of banks. The results obtained indicate that the type of publication is independent of the growth rate of new clients, that is, publications on Facebook do not help increase the growth rate of new clients. However, some type of relationship can be assumed between the positioning of the banks with the type of publication, that is, the banks most frequently use a type of publication seeking to position an attribute to their brand. Finally, the interaction generated by each type of publication was analyzed through the ANOVA analysis, to identify the type that contributes efficiently to the proposed communication objective.