Browsing by Author "Soto Jumbo, Gharis Lizbeth"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Evaluación del uso de redes sociales como canal de marketing digital en la competitividad del mercado inmobiliario en la ciudad de Cuenca
    (Universidad de Cuenca. Facultad de Arquitectura, 2026-02-04) Soto Jumbo, Gharis Lizbeth; Soto Muñoz, Jaime Olivier
    Digital marketing has become a necessity in the real estate sector, transforming how companies present themselves and how they position themselves in an increasingly competitive market. In Cuenca, social media has become an essential tool for real estate agencies to establish their visibility and connect with their clients. The purpose of this research was to determine the extent to which social media use has influenced the competitiveness of the real estate market. To this end, factors such as the level of digital interaction, content quality, and the suitability of communication strategies to the demands of the target audience were identified. The research focused on identifying the most used channels, digital marketing management, and its role in business differentiation. The research employs a qualitative approach complemented by quantitative aspects, including customer surveys and social media content analysis. The sample consisted of local companies of varying sizes and users of social media platforms. The most notable results indicate that Facebook, Instagram, and WhatsApp were the most used social media platforms for advertising and customer acquisition, while TikTok was seen as an emerging option. Furthermore, it was evident that companies with more planned and consistent strategies achieved higher levels of competitiveness. In conclusion, digital marketing through social media strengthens the competitiveness of the real estate sector in Cuenca.