Community management como herramienta efectiva para el fortalecimiento comunicacional y posicionamiento de dos marcas del cantón machala

Abstract

Social networks are without a doubt the phenomenon that has evolved the most in the world during the last decade and have become the center of attention because the majority of the population and businesses consider them as part of their lives. Likewise, it is known that the number of people with Internet access, the amount and variety of devices available to browse the web per inhabitant, and even the number of profiles on social networks has also increased. Community management is one of the services most in demand by companies today, this as a consequence of the prevailing need to be present on social networks and have a correct digital communication strategy. Current literature presents Community management as a useful tool for communication strengthening and brand positioning. On the other hand, the brands L'Aroma del café and Rosso del canton Machala have provided the service of a third party and feel the need to know how effective the development and evolution of their social networks has been. The objective of this research is to determine the digital communication strategy and its impact on brand positioning in the period 2022 - 2023. The methodology is descriptive, non-experimental and cross-sectional, uses the inductive-deductive method, and for the To gather information, an interview was used with a group of experts in Community management who carried out a diagnosis of the digital communication of the two brands, the Focus group with a group of users to find out their opinions on the matter, and the survey to make an assessment. broader to the rest of the users. The brands were selected using non-probabilistic convenience sampling, since the author had previously had an approach with the local managers of these companies. The results of the interview indicate that correct branding has been carried out for both brands, they focus on taking care of the quality of the graphic pieces and transmit a consistent corporate identity in all their posts and the way they interact, which is why their users have a high level of brand identity; On the other hand, the results of the survey revealed that these two brands are well appreciated by their users, they are similar in terms of the quality of their branding and care in their social media posts, and they are highly positioned in the Machala market. The general objective of this research work was met, allowing us to conclude that the digital communication strategy of L'Aroma del café y Rosso is good, is supported by optimal branding and has characteristics that have allowed these two brands to strengthen the communication with its users and position itself in the Machaleño market. The research is divided into four chapters, the first deals with the generalities of the object of study, in the second the theoretical-epistemological foundation, then the methodological process is described in the third and finally the results of the research are presented.