Redes sociales: herramienta o necesidad en el desempeño del marketing en la ciudad de Machala.

Abstract

The purpose of this case study is to determine if social networks are considered a tool or need in the performance of marketing in the city of Machala. To obtain the data, different methodological tools were used, one of them is Fanpage Karma, which helped us analyze the companies with the greatest number of followers and the greatest interaction with their customers and potential customers on Facebook. Since this digital tool is the most used by people worldwide and companies must stay where their consumers are. Evidence in the results that Chesco Pizzeria, Chupacell and House Sport have the largest number of followers, while Roar GameStore is the company with the highest number of shares, reactions and comments. Another methodological tool that was used was the survey, once the nine most optimal companies for this research were identified, seven questions were applied to each of them. Obtaining as results that social networks are not only a tool for companies, but also that now they have also become a necessity since by not having presence in a social network loses the competitive advantage that this generates.