Ingeniería en Marketing-Tesis de Pregrado

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Browsing Ingeniería en Marketing-Tesis de Pregrado by Author "Ayora Calle, Freddy Guillermo"

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    Análisis de redes sociales y una estrategia digital para la empresa “HVC- Pharma Cía. Ltda.”
    (Universidad de Cuenca, 2025-09-24) Abril Alvarez, Daniela Katherine; Ayora Calle, Freddy Guillermo; Riera Castro, Luisa Mireya; Tenecota Bermeo, Ana Yadira; Valdez Campoverde, Pamela Alexandra; Rojas Luna, Rosa Vanesa
    This document provides a strategic assessment of the digital footprint of HVC-Pharma Cía.Ltda. focused on its activities in digital platforms: Facebook and Instagram; the company has extensive experience in the hospital, pharmaceutical, cosmetic and veterinary sectors, so it faces the ongoing challenge of building an effective connection with diverse audiences in an increasingly competitive and changing digital environment. The research is conducted using a combined method, merging quantitative research of indicators with comparative research of outstanding brands in each industry, with the aim of highlighting good practices and identifying opportunities that HVC-Pharma Cía. Ltda. is not yet taking advantage of. In addition to the technical evaluation, contextual factors have been considered such as trends in digital use, user behavior in social networks, through this analysis approach facilitates the understanding not only of the present actions of the company, but also what tactics are feasible and suitable for HVC-Pharma Cía. Ltda. based on the entire study the report proposes the implementation of digital strategies to expand its reach and strengthen its presence in the digital sector. The purpose of this report is to become a useful tool for decision making, providing an accurate guide to strengthen the presence of HVC-Pharma Cía. Ltda. in the digital arena and position it more effectively.