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La ética periodística como herramienta para contrarrestar la desinformación a través de las redes sociales
No full textThe main objective of this research study is to combat disinformation exposed on social networks, using journalistic ethics as a defense mechanism that guarantees the reliability of the information disseminated. In conjunction with the exploratory and descriptive designs and the qualitative approach technique, a questionnaire was applied to 3 expert professionals on the subject, obtaining as a result relevant aspects that highlight the importance of journalistic ethics in relation to the dissemination of false information. This study seeks to contribute to the development of new strategies that are aimed at and committed to strengthening ethical journalism.The main objective of this research study is to combat disinformation exposed on social networks, using journalistic ethics as a defense mechanism that guarantees the reliability of the information disseminated. In conjunction with the exploratory and descriptive designs and the qualitative approach technique, a questionnaire was applied to 3 expert professionals on the subject, obtaining as a result relevant aspects that highlight the importance of journalistic ethics in relation to the dissemination of false information. This study seeks to contribute to the development of new strategies that are aimed at and committed to strengthening ethical journalism.El presente estudio de investigación, tiene como objetivo principal, combatir la desinformación expuesta en las redes sociales, haciendo uso de la ética periodística como un mecanismo de defensa que garantice la confiabilidad de la información difundida. En conjunto con los diseños exploratorio, descriptivo y la técnica de enfoque cualitativo, se le aplicó un cuestionario de preguntas a 3 profesionales expertos del tema, obteniendo como resultado aspectos relevantes que destacan la importancia de la ética periodista en relación a la difusión de información falsa. Este estudio busca contribuir al desarrollo de nuevas estrategias que vayan encaminadas y comprometidas al fortalecimiento de un periodismo ético
Satisfacción del cliente en el proceso de compra en intercell en la ciudad de babahoyo en el año 2024.
No full textIntercell is a cell phone sales business in Babahoyo, founded in August 2004 by Angelica López. Despite its growth, it faces challenges in the customer experience, one of the main problems being the limited variety of devices, which limits purchasing options and can affect loyalty. The study seeks to evaluate customer satisfaction to identify opportunities for improvement in service and strengthen consumer loyalty. The impact of customer service on sales will be analyzed through an interview with the owner, strategies will be designed to optimize the purchasing process and customer surveys will be applied to measure their level of satisfaction and detect areas for improvement.Intercell is a cell phone sales business in Babahoyo, founded in August 2004 by Angelica López. Despite its growth, it faces challenges in the customer experience, one of the main problems being the limited variety of devices, which limits purchasing options and can affect loyalty. The study seeks to evaluate customer satisfaction to identify opportunities for improvement in service and strengthen consumer loyalty. The impact of customer service on sales will be analyzed through an interview with the owner, strategies will be designed to optimize the purchasing process and customer surveys will be applied to measure their level of satisfaction and detect areas for improvement.Intercell es un negocio de venta de teléfonos celulares en Babahoyo, fundado en agosto de 2004 por Angelica López. A pesar de su crecimiento, enfrenta desafíos en la experiencia del cliente, siendo uno de los principales problemas la poca variedad de dispositivos, lo que limita las opciones de compra y puede afectar la fidelización. El estudio busca evaluar la satisfacción del cliente para identificar oportunidades de mejora en el servicio y fortalecer la lealtad del consumidor. Se analizará el impacto del servicio al cliente en las ventas mediante una entrevista a la propietaria, se diseñarán estrategias para optimizar el proceso de compra y se aplicarán encuestas a clientes para medir su nivel de satisfacción y detectar áreas de mejora
Importancia de la aplicación de enraizadores en el cultivo de Maíz (Zea mays).
Get PDFThis work analyzes the application of rooting agents in corn (Zea mays) crops. Rooting agents are substances or products that promote the formation and strengthening of roots, facilitating the absorption of nutrients and water from the soil. The objective of this research is to characterize the impact that rooting agents have on the crop. The methodology applied in this work is a non-experimental research design, because the researcher studies the relationship between the use of rooting agents that contributes to better root development, which in turn positively impacts agricultural yield. The results obtained show that the correct application of these rooting agents not only increases crop yield, but also contributes to the sustainability of agriculture by improving soil quality and reducing vulnerability to unfavorable conditions. The conclusion was that the rooting agents used in corn cultivation (humic and fulvic acids, plant hormones, mycorrhizae, seaweed extracts and bioregulators) are essential to improve root growth, enhance nutrient and water absorption, and increase plant resistance to adverse conditions. These products not only strengthen the root system, but also promote high yield and a higher quality harvest. Their correct application improves productivity and sustainability in corn agriculture.This work analyzes the application of rooting agents in corn (Zea mays) crops. Rooting agents are substances or products that promote the formation and strengthening of roots, facilitating the absorption of nutrients and water from the soil. The objective of this research is to characterize the impact that rooting agents have on the crop. The methodology applied in this work is a non-experimental research design, because the researcher studies the relationship between the use of rooting agents that contributes to better root development, which in turn positively impacts agricultural yield. The results obtained show that the correct application of these rooting agents not only increases crop yield, but also contributes to the sustainability of agriculture by improving soil quality and reducing vulnerability to unfavorable conditions. The conclusion was that the rooting agents used in corn cultivation (humic and fulvic acids, plant hormones, mycorrhizae, seaweed extracts and bioregulators) are essential to improve root growth, enhance nutrient and water absorption, and increase plant resistance to adverse conditions. These products not only strengthen the root system, but also promote high yield and a higher quality harvest. Their correct application improves productivity and sustainability in corn agriculture.El presente trabajo analiza la aplicación de enraizadores en el cultivo de maíz (Zea mays). Los enraizantes son sustancias o productos que favorecen la formación y fortalecimiento de las raíces, facilitando la absorción de nutrientes y agua del suelo. El objetivo de esta investigación es caracterizar el impacto que tienen los enraizadores en el cultivo, La metodología que se aplicó en este trabajo es de diseño de investigación no experimental, porque el investigador estudia la relación entre el uso de enraizadores que contribuye a un mejor desarrollo radicular, lo que a su vez impacta positivamente en el rendimiento agrícola. Los resultados obtenidos nos muestran que la correcta aplicación de estos enraizadores no solo incrementa el rendimiento del cultivo, sino que también contribuye a la sostenibilidad de la agricultura al mejorar la calidad del suelo y reducir la vulnerabilidad a condiciones desfavorables para este cultivo de maíz. Y como conclusión se obtuvo que los los enraizadores utilizados en el cultivo de maíz contienen: (ácidos húmicos y fúlvicos, hormonas vegetales, micorrizas, extractos de algas marinas y biorreguladores) estos recursos o ingredientes por así decirlo son fundamentales para mejorar el crecimiento de las raíces, y potenciar la absorción de nutrientes y el agua, para también aumentar la resistencia de las plantas a condiciones adversas. Estos productos no solo fortalecen el sistema radicular, sino que también favorecen un alto rendimiento y una cosecha de mayor calidad. Un uso correcto en la aplicación puede fácilmente mejorar la productividad y sostenibilidad en la agricultura del maíz
Comparación de funcionalidades de las plataformas Ecommerce Pardux y Shopify, para el uso en el sector agro veterinario, en la ciudad de Babahoyo
Get PDFThis case study analyzes and compares the functionalities of the e-commerce platforms PARDUX and Shopify, evaluating their applicability in the agro-veterinary sector in the city of Babahoyo. The research focuses on key aspects such as ease of use, customization, inventory management, payment methods, marketing tools, and scalability. A descriptive-comparative methodology is employed, based on practical tests and interviews with key users in the sector. The results highlight the strengths and limitations of each platform, providing recommendations for selecting the most suitable solution according to the specific needs of the agro-veterinary business. This analysis aims to promote the strategic adoption of digital technologies to optimize management and commercialization in the sector.This case study analyzes and compares the functionalities of the e-commerce platforms PARDUX and Shopify, evaluating their applicability in the agro-veterinary sector in the city of Babahoyo. The research focuses on key aspects such as ease of use, customization, inventory management, payment methods, marketing tools, and scalability. A descriptive-comparative methodology is employed, based on practical tests and interviews with key users in the sector. The results highlight the strengths and limitations of each platform, providing recommendations for selecting the most suitable solution according to the specific needs of the agro-veterinary business. This analysis aims to promote the strategic adoption of digital technologies to optimize management and commercialization in the sector.El presente caso de estudio analiza y compara las funcionalidades de las plataformas de comercio electrónico PARDUX y Shopify, evaluando su aplicabilidad en el sector agro veterinario de la ciudad de Babahoyo. La investigación se enfoca en aspectos clave como la facilidad de uso, la personalización, la gestión de inventarios, los métodos de pago, las herramientas de marketing y la escalabilidad. Se emplea una metodología descriptiva-comparativa basada en pruebas prácticas y entrevistas a usuarios clave del sector. Los resultados evidencian fortalezas y limitaciones de cada plataforma, proporcionando recomendaciones para seleccionar la solución más adecuada según las necesidades específicas del negocio agro veterinario. Este análisis busca fomentar la adopción estratégica de tecnologías digitales para optimizar la gestión y comercialización en el sector
Análisis para la automatización del control de inventarios en la empresa Tuti mediante la utilización de tecnologías para la gestión y análisis de datos.
Get PDFThe present study aims to analyze the feasibility of automating inventory control in the company TUTI located in Babahoyo in order to optimize operational efficiency and reduce costs associated with stock management since TUTI currently uses a digital system to record the inputs and outputs of products but inventory replenishment is still done manually which hinders and limitations as human error, This methodology negatively impacts operational efficiency and timely decision making in product replenishment and several deficiencies were identified in the current system such as the reliance on visual inspections for stock verification, the lack of real-time updates and the absence of automatic alerts for replenishment, also revealing that the company does not have a system to identify demand patterns, which hinders the proper management of inventories and, therefore, various technologies available to automate inventory control were explored, such as inventory management systems with real-time updates, RFID sensors and predictive analysis software, these tools would allow to improve the accuracy in the replenishment, reduce human errors and anticipate the demand, an automated model based on technological tools that would optimize the inventory management in TUTI is proposed, improving the accuracy in the decisions on replenishment, reducing operating costs and optimizing the time invested in inventory management.The present study aims to analyze the feasibility of automating inventory control in the company TUTI located in Babahoyo in order to optimize operational efficiency and reduce costs associated with stock management since TUTI currently uses a digital system to record the inputs and outputs of products but inventory replenishment is still done manually which hinders and limitations as human error, This methodology negatively impacts operational efficiency and timely decision making in product replenishment and several deficiencies were identified in the current system such as the reliance on visual inspections for stock verification, the lack of real-time updates and the absence of automatic alerts for replenishment, also revealing that the company does not have a system to identify demand patterns, which hinders the proper management of inventories and, therefore, various technologies available to automate inventory control were explored, such as inventory management systems with real-time updates, RFID sensors and predictive analysis software, these tools would allow to improve the accuracy in the replenishment, reduce human errors and anticipate the demand, an automated model based on technological tools that would optimize the inventory management in TUTI is proposed, improving the accuracy in the decisions on replenishment, reducing operating costs and optimizing the time invested in inventory management.El presente estudio tiene como objetivo analizar la viabilidad de la automatización del control de inventarios en la empresa TUTI ubicada en Babahoyo con el fin de optimizar la eficiencia operativa y reducir los costos asociados a la gestión del stock ya que ctualmente el TUTI utiliza un sistema digital para registrar las entradas y salidas de productos pero la reposición de inventarios se sigue realizando de manera manual lo que dificulta y limitaciones como errores humanos, desabastecimientos y sobrestocks, esta metodología impacta negativamente la eficiencia operativa y la toma de decisiones oportunas en la reposición de productos y se identificaron varias deficiencias en el sistema actual como la dependencia de inspecciones visuales para la verificación del stock, la falta de actualizaciones en tiempo real y la ausencia de alertas automáticas para la reposición, también dando a conocer que la empresa no cuenta con un sistema que identifique patrones de demanda lo que dificulta la gestión adecuada de inventarios y ante eso se exploraron diversas tecnologías disponibles para automatizar el control de inventarios, como sistemas de gestión de inventarios con actualización en tiempo real, sensores RFID y software de análisis predictivo, estas herramientas permitirían mejorar la precisión en la reposición, reducir errores humanos y anticipar la demanda, se propone un modelo automatizado basado en herramientas tecnológicas que optimizarían la gestión de inventarios en TUTI, mejorando la precisión en las decisiones sobre reposición reduciendo costos operativos y optimizando el tiempo invertido en la gestión del inventario
Gestión administrativa en Mueblería "Su Hogar" ubicado en la ciudad de Babahoyo, durante el periodo 2023.
Get PDFThe objective of this project is to analyze the administrative management of Mueblería “Su Hogar” located in the city of Babahoyo, during the period 2023. In the business the problem lies in different failures of the administration that have repercussions in different areas, especially the commercial part; since there is no training to the sellers, nor have decisions been made to address negative situations in logistics and inventory issues. The methodology applied in this work has a qualitative approach, considering the type of descriptive research and with it the application of an interview to the furniture store manager, which allowed to collect data from a direct source to learn about the internal reality of the business and what should be improved to achieve objectives. The results showed that the main repercussions of the failures in the administration of the business are registered in the low level of sales and the lack of motivation of the employees, which leads to low labor productivity. It is concluded that the administrative management affects the productivity of the business, so it is recommended the implementation of an administrative process, in which objectives are set so that there is a basis in the daily work and more commitment of employees.The objective of this project is to analyze the administrative management of Mueblería “Su Hogar” located in the city of Babahoyo, during the period 2023. In the business the problem lies in different failures of the administration that have repercussions in different areas, especially the commercial part; since there is no training to the sellers, nor have decisions been made to address negative situations in logistics and inventory issues. The methodology applied in this work has a qualitative approach, considering the type of descriptive research and with it the application of an interview to the furniture store manager, which allowed to collect data from a direct source to learn about the internal reality of the business and what should be improved to achieve objectives. The results showed that the main repercussions of the failures in the administration of the business are registered in the low level of sales and the lack of motivation of the employees, which leads to low labor productivity. It is concluded that the administrative management affects the productivity of the business, so it is recommended the implementation of an administrative process, in which objectives are set so that there is a basis in the daily work and more commitment of employees.En el presente proyecto se tiene como objetivo, analizar la gestión administrativa en Mueblería "Su Hogar" ubicado en la ciudad de Babahoyo, durante el periodo 2023. En el negocio la problemática reside en diferentes fallas de la administración que repercuten en distintas áreas, especialmente la parte comercial; puesto que no hay capacitación a los vendedores, ni se han tomado decisiones para atender situaciones negativas en temas de logística e inventarios. La metodología que se aplica en este trabajo tiene un enfoque cualitativo, considerando el tipo de investigación descriptiva y con ello la aplicación de una entrevista al administrador de la mueblería, lo cual permitió recabar datos desde una fuente directa para conocer de la realidad interna del negocio y lo que se debe mejorar para alcanzar objetivos. Como resultados se obtuvo que las principales repercusiones por las fallas en la administración del negocio, se registran en el bajo nivel de ventas y la desmotivación de los empleados, lo que hace que haya poca productividad laboral. Se concluye que la gestión administrativa incide en la productividad del negocio, por lo que se recomienda la aplicación de un proceso administrativo, en el que se fijen objetivos para que haya una base en el trabajo diario y más compromiso de los empleados
Caracterización morfológica de alfalfa granada mejorada (Medicago sativa) inducida mediante rayos gamma en la alimentación animal
Get PDFOver the years, the demand for forage has significantly increased due to the constant growth of livestock farming in various regions around the world. In response to this need, many farmers, even since ancient times, have chosen alfalfa (Medicago sativa) as a highly nutritious feed source, thanks to its richness in proteins, vitamins, and essential minerals for animal development. However, like any plant species, alfalfa has certain limitations in its adaptability to different climatic and soil conditions, particularly in tropical areas. To address this issue, the Technical University of Babahoyo (UTB), committed to sustainable agricultural and livestock development, decided to fund the project titled “Variability of alfalfa (Medicago sativa) under tropical conditions through induced mutagenesis.” This study aimed to improve the morphological and genotypic characteristics of the Granada variety of alfalfa through the application of induced mutagenesis using a gamma ray irradiator. To achieve this, different irradiation doses (referred to as GY) were applied, using a completely randomized design with 6 treatments and 3 replications per treatment. The doses applied were: T1 = 0 GY (control), T2 = 100 GY, T3 = 150 GY, T4 = 200 GY, T5 = 250 GY, and T6 = 300 GY. The results showed that the 100 GY treatment led to significant improvements in stem diameter and seed germination rate, suggesting that this technique can be effective for optimizing alfalfa performance under tropical conditions such as those found in Ecuador’s coastal region.Over the years, the demand for forage has significantly increased due to the constant growth of livestock farming in various regions around the world. In response to this need, many farmers, even since ancient times, have chosen alfalfa (Medicago sativa) as a highly nutritious feed source, thanks to its richness in proteins, vitamins, and essential minerals for animal development. However, like any plant species, alfalfa has certain limitations in its adaptability to different climatic and soil conditions, particularly in tropical areas. To address this issue, the Technical University of Babahoyo (UTB), committed to sustainable agricultural and livestock development, decided to fund the project titled “Variability of alfalfa (Medicago sativa) under tropical conditions through induced mutagenesis.” This study aimed to improve the morphological and genotypic characteristics of the Granada variety of alfalfa through the application of induced mutagenesis using a gamma ray irradiator. To achieve this, different irradiation doses (referred to as GY) were applied, using a completely randomized design with 6 treatments and 3 replications per treatment. The doses applied were: T1 = 0 GY (control), T2 = 100 GY, T3 = 150 GY, T4 = 200 GY, T5 = 250 GY, and T6 = 300 GY. The results showed that the 100 GY treatment led to significant improvements in stem diameter and seed germination rate, suggesting that this technique can be effective for optimizing alfalfa performance under tropical conditions such as those found in Ecuador’s coastal region.Con el pasar de los años, la demanda forrajera ha aumentado de manera considerable debido al crecimiento constante de la ganadería en diversas regiones del mundo. En respuesta a esta necesidad, muchos ganaderos, incluso desde tiempos remotos, han optado por emplear como fuente alimenticia de alto valor nutricional a la alfalfa (Medicago sativa), gracias a su riqueza en proteínas, vitaminas y minerales esenciales para el desarrollo animal. No obstante, como toda especie vegetal, esta planta presenta ciertas limitaciones en su adaptabilidad a diferentes condiciones climáticas y edafológicas, especialmente en zonas tropicales. Frente a esta problemática, la Universidad Técnica de Babahoyo (UTB), comprometida con el desarrollo agrícola y pecuario sostenible, decidió financiar el proyecto titulado “Variabilidad de alfalfa (Medicago sativa) en condiciones tropicales mediante mutagénesis inducida”. Este estudio tuvo como objetivo principal mejorar las características morfológicas y genotípicas de la planta de alfalfa variedad Granada, mediante la aplicación de mutagénesis inducida utilizando un irradiador de rayos gamma. Para lograrlo, se aplicaron diferentes dosis de irradiación (denominadas GY), a través de un diseño completamente al azar con 6 tratamientos y 3 repeticiones por tratamiento. Las dosis utilizadas fueron: T1 = 0 GY (testigo), T2 = 100 GY, T3 = 150 GY, T4 = 200 GY, T5 = 250 GY y T6 = 300 GY. Los resultados obtenidos demostraron que el tratamiento con 100 GY produjo mejoras significativas en el diámetro del tallo y en el porcentaje de germinación de las semillas, lo que sugiere que esta técnica puede ser efectiva para optimizar el rendimiento de la alfalfa en condiciones tropicales como las de la región litoral ecuatoriana
Influencia de los influencers en las decisiones de compra de consumidores, estudio de la publicidad nativa en plataformas digitales
Get PDFThis project analyzed the influence of digital leaders in the purchase acquisitions of acquirers through the study of native advertising on digital platforms, using qualitative and quantitative methods, surveys and interviews with the audience and digital marketing experts were conducted to assess how the dissemination strategies employed by content creators impact the preferences and purchase behaviors. This study examined how digital promoters, through content designed to integrate naturally into platforms, contribute to the perception of trust and credibility of brands, which directly affects the purchase intention of users.
The analysis begins with the evolution of native advertising, highlighting the characteristics, as well as the role of influencers in digital marketing. After this, a description was made detailing the techniques applied to manage data, deepening the relevance of user experiences and what were those strategies used by content creators. In addition, it was investigated how emotion connection and personalization influenced advertising acquisitions within different digital platforms.
Finally, this study employed recommendations to leverage the use of digital leaders and native advertising, emphasizing the importance of establishing real contributions with digital promoters to maximize their impact of user consumption, this inquiry, provided recommendations to optimize the use of influencers and native advertising in purchasing decisions.This project analyzed the influence of digital leaders in the purchase acquisitions of acquirers through the study of native advertising on digital platforms, using qualitative and quantitative methods, surveys and interviews with the audience and digital marketing experts were conducted to assess how the dissemination strategies employed by content creators impact the preferences and purchase behaviors. This study examined how digital promoters, through content designed to integrate naturally into platforms, contribute to the perception of trust and credibility of brands, which directly affects the purchase intention of users.
The analysis begins with the evolution of native advertising, highlighting the characteristics, as well as the role of influencers in digital marketing. After this, a description was made detailing the techniques applied to manage data, deepening the relevance of user experiences and what were those strategies used by content creators. In addition, it was investigated how emotion connection and personalization influenced advertising acquisitions within different digital platforms.
Finally, this study employed recommendations to leverage the use of digital leaders and native advertising, emphasizing the importance of establishing real contributions with digital promoters to maximize their impact of user consumption, this inquiry, provided recommendations to optimize the use of influencers and native advertising in purchasing decisions.Este proyecto analizó la influencia de los líderes digitales en las adquisiciones de compra a los consumidores a través del estudio de la publicidad nativa en plataformas digitales, mediante métodos cualitativos y cuantitativos, se realizaron encuestas y entrevistas a la audiencia y expertos en marketing digital para evaluar como las estrategias de difusión empleadas por los creadores de contenidos impactan las preferencias y comportamientos de compra. Este estudio examinó como los influencers a través de contenido diseñado para integrarse de forma natural en las plataformas, contribuyen a la percepción de confianza y credibilidad de las marcas, lo que incide directamente en la intención de compra de los usuarios.
El análisis inicia sobre la evolución de la publicidad nativa, destaca las características, así como también el papel de los influencers en el marketing digital. Luego de esto, se hizo una descripción detallada de las técnicas aplicadas para gestionar los datos, profundizar la relevancia de las experiencias de los usuarios y cuales fueron esas estrategias usadas por los creadores de contenido. Además, se indagó en como la conexión de emociones y la personalización influyeron en las adquisiciones publicitarias dentro de las diferentes plataformas digitales.
Por último, este estudio empleó recomendaciones para potenciar el uso de los líderes digitales y la publicidad nativa, enfatizando la importancia de establecer contribuciones reales con los promotores digitales para maximizar su impacto de consumo de los usuarios, esta indagación, proporcionó recomendaciones para optimizar el uso de influencers y publicidad nativa en las decisiones de compra
Marketing digital para la Microempresa Silvia Ochoa en la ciudad de Babahoyo en el periodo 2024.
Get PDFThis case study analyzes the marketing strategies used by the Silvia Ochoa microenterprise in the city of Babahoyo, to attract and retain customers in the year 2024. Three specific objectives were determined: the bases of Digital Marketing and customer acquisition, analyze the preferences of the consumers of the Silvia Ochoa microenterprise, and explore E-Marketing strategies to promote customer loyalty. The methodology included a review of the literature on digital marketing and conducting surveys and interviews with the microenterprise's clients. The results indicated that Silvia Ochoa lacks a solid presence on social networks, limiting her visibility and interaction with her clientele. Although it uses WhatsApp as the main communication channel, it is not present on other social networks such as Facebook, TikTok and Instagram, which reduces its ability to attract new customers. The analysis concluded that digital marketing is essential for the competitiveness of microbusinesses, allowing them to differentiate themselves and maintain effective relationships with their customers. Despite operating since 2006 in the personal care and aesthetics sector, the company faces significant challenges in its digitalization. Therefore, it is suggested to implement a digital marketing plan that includes the active use of social networks, targeted advertising and direct communication strategies, with the aim of improving your visibility in the market and strengthening the loyalty of your customers.This case study analyzes the marketing strategies used by the Silvia Ochoa microenterprise in the city of Babahoyo, to attract and retain customers in the year 2024. Three specific objectives were determined: the bases of Digital Marketing and customer acquisition, analyze the preferences of the consumers of the Silvia Ochoa microenterprise, and explore E-Marketing strategies to promote customer loyalty. The methodology included a review of the literature on digital marketing and conducting surveys and interviews with the microenterprise's clients. The results indicated that Silvia Ochoa lacks a solid presence on social networks, limiting her visibility and interaction with her clientele. Although it uses WhatsApp as the main communication channel, it is not present on other social networks such as Facebook, TikTok and Instagram, which reduces its ability to attract new customers. The analysis concluded that digital marketing is essential for the competitiveness of microbusinesses, allowing them to differentiate themselves and maintain effective relationships with their customers. Despite operating since 2006 in the personal care and aesthetics sector, the company faces significant challenges in its digitalization. Therefore, it is suggested to implement a digital marketing plan that includes the active use of social networks, targeted advertising and direct communication strategies, with the aim of improving your visibility in the market and strengthening the loyalty of your customers.Este estudio de caso analiza las estrategias de marketing utilizadas por la microempresa Silvia Ochoa en la ciudad de Babahoyo, para la captación y fidelización de clientes en el año 2024. Se determinaron tres objetivos específicos: las bases del Marketing Digital y la captación de clientes, analizar las preferencias de los consumidores de la microempresa Silvia Ochoa, y explorar las estrategias de E-Marketing para fomentar la lealtad de los clientes. La metodología incluyó una revisión de la bibliografía sobre marketing digital y la realización de encuestas y entrevistas con los clientes de la microempresa. Los resultados indicaron que Silvia Ochoa carece de una sólida presencia en redes sociales, limitando su visibilidad y la interacción con su clientela. Aunque utiliza WhatsApp como principal canal de comunicación, no está presente en otras redes sociales como Facebook, TikTok e Instagram, lo que reduce su capacidad de atraer nuevos clientes. El análisis concluyó que el marketing digital es esencial para la competitividad de las microempresas, permitiéndoles diferenciarse y mantener relaciones efectivas con sus clientes. A pesar de operar desde 2006 en el sector de cuidado personal y estética, la empresa enfrenta importantes desafíos en su digitalización. Por lo tanto, se sugiere la implementación de un plan de marketing digital que incluya el uso activo de redes sociales, publicidad dirigida y estrategias de comunicación directa, con el objetivo de mejorar su visibilidad en el mercado y fortalecer la lealtad de sus clientes
Estrategias de marketing y su incidencia en el sindicato de choferes de la ciudad de Babahoyo en el año 2024.
No full textThis case study focuses on analyzing the marketing strategies of the Drivers' Union of the city of Babahoyo and its impact on customer acquisition, and reveals that the institution faces challenges when it comes to visibility and communication of its value proposition. The absence of an effective digital strategy has contributed to the acquisition of fewer clients compared to other institutions that have opted to take a more modern approach. The research makes use of qualitative and quantitative data through interviews with managers and customer surveys, it is evident that the institution has long made use of traditional media such as radio, print advertising and the classic word-of-mouth recommendation. Although they have tried to work with social networks, the impact generated is very little due to lack of content and consistency in publications, therefore, it is suggested that a combination of traditional media and digital marketing could be the key to notice an improvement in visibility and customer acquisition.This case study focuses on analyzing the marketing strategies of the Drivers' Union of the city of Babahoyo and its impact on customer acquisition, and reveals that the institution faces challenges when it comes to visibility and communication of its value proposition. The absence of an effective digital strategy has contributed to the acquisition of fewer clients compared to other institutions that have opted to take a more modern approach. The research makes use of qualitative and quantitative data through interviews with managers and customer surveys, it is evident that the institution has long made use of traditional media such as radio, print advertising and the classic word-of-mouth recommendation. Although they have tried to work with social networks, the impact generated is very little due to lack of content and consistency in publications, therefore, it is suggested that a combination of traditional media and digital marketing could be the key to notice an improvement in visibility and customer acquisition.El presente estudio de caso se enfoca en analizar las estrategias de marketing del Sindicato de choferes de la ciudad de Babahoyo y cuál es el impacto que genera en la captación de clientes, se dan a conocer que la institución enfrenta desafíos cuando se trata de la visibilidad y comunicación de su propuesta de valor. La ausencia de una estrategia digital efectiva ha contribuido a la captación de menos clientes frente a las otras instituciones que han optado por tomar un enfoque más moderno. La investigación hace uso de datos cualitativos y cuantitativos mediante entrevista a directivos y encuestas a los clientes, se evidencia que la institución ha hecho uso de medios tradicionales por largo tiempo tales como la radio, publicidad impresa y la clásica recomendación de boca a boca. Aunque se ha intentado trabajar con redes sociales, el impacto que este genera es muy poco debido a falta de contenido y constancia en publicaciones, por ende, se sugiere que una combinación de medios tradicionales y marketing digital podría ser la clave para notar una mejoría en la visibilidad y la captación de clientes