Análisis en el uso de la comunicación en redes sociales para impulsar el método de compra en la Importadora Piojitos durante la pandemia en Cuenca

Abstract

The present degree work analyzed the use of communication in social networks to promote the purchase method in the Importadora Piojitos during the pandemic in Cuenca. The research was based on a qualitative methodology and its techniques, the in-depth interview, focus groups and the observation of social networks. The interviews were conducted with experts in communication and electronic commerce. The focus groups were directed to the administrative staff to recognize the strategies and tools in the Importer from before the pandemic and during the health emergency and, on the other hand, focus groups to the organization's clients. Finally, with the analysis of the information, a SWOT was carried out, which includes the strengths, weaknesses and aspects to improve in the entity. The investigation concludes that the positive aspects of using digital tools in the methods of buying and selling in the entity were recognized. In addition, problems and the misuse of elements within the organization regarding the operation and management of post-pandemic platforms are identified. Finally, this research includes a list of recommendations for the entity to resolve these errors.