Browsing by Author "Buestan Cajamarca, Ronal Esteban"

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Plan de comunicación digital para la marca Megassi en las redes sociales Facebook e Instagram
(Universidad de Cuenca, 2022-10-18) Buestan Cajamarca, Ronal Esteban; Montaleza Quizhpe, Christian David; Zeas Bustamante, Freddy Xavier
Digital communication is very important nowadays, since being present online is essential for a business to be competitive. This intervention project aims, precisely, to “improve the digital communication of the Megassi brand in social media, specifically Facebook and Instagram”, which was achieved through the use of classical theories of communication and strategies that were proposed by experts. In the first stage, the project includes a situational analysis of the brand, which was made through data collection based on the Facebook fanpage statistics, and interviews made to the owners of the business. This process allowed the identification of the needs and shortcomings of the brand, such as the lack of communicational goals, low range level and feedback on their posts, deficiency on its graphic design, among others. After that, theoretically based strategies were designed and adapted to resolve the mentioned problems. After the intervention, data collection was made again to compare the before and after results of the brand, in a manner in which the information collected at the of the project was completely different from the beginning, since it reflects a considerable improvement within the online environment, inasmuch as the levels of engagement, feedback, posts design, interaction and others increased in a significant way. This project manages to fulfill its mission, since it leaves Megassi with a great improvement within the field of digital communication and a path traced for future intervention.