Browsing by Author "Capa Orellana, Karla Stefania"

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    Uso de las estrategias de marketing en el periodismo digital a través de las redes sociales Facebook y Twitter en el canal de televisión Telerama
    (Universidad de Cuenca, 2024-03-04) Capa Orellana, Karla Stefania; Morales Pacheco, Lizbeth Michelle; Zumba Campos, Aníbal Alfredo
    This work presents as objective to analyze the digital marketing strategies used in journalism by the media outlet Telerama on its official accounts of Facebook and Twitter. The study was based on quantitative and qualitative methods under the focus of content analysis disseminated in their accounts according to their last presence on networks, in these could beextracted 624 posts on Facebook during the month of June and 389 posts on Twitter during the month of September, in these the calculation of the engagement and analysis of the variables of the digital marketing strategies was carried out, taking into account important aspects such as leads, hashtag, formats, size, geographical area, thematic area and publication time; which determined the low interaction of users on social networks, hence, it isrecommended to adapt to new digital marketing tools and strategies that contribute to a growth and positioning on social networks.