Análisis de estrategias digitales en redes sociales como herramienta de Comunicación: Caso emprendimiento Yuly Store del municipio de Tiquisio, Bolívar.

Abstract

The present degree work is an investigation in which the digital strategies implemented by the Yuly Store enterprise located in the municipality of Tiquisio Bolívar were analyzed, which uses the social networks Facebook and Instagram as a positioning and recognition tool, in order to improve communications with your consumers and increase sales This study has a mixed approach which was able to analyze both qualitative and quantitative data in a complete way, where the variables were not manipulated to study the phenomenon as it happens, for that the non-experimental design was used, the case study helped to specify the phenomenon, in addition to being one of the most used investigative levels in business management, that is, the corporate area. For the analysis, three data collection instruments will be presented: interview, questionnaire and content analysis; The interview was conducted in order to obtain valuable information regarding the enterprise and its status at a strategic level; the questionnaire is the tool that provides aspects that a buyer takes into account to purchase products within digital platforms and evaluate the level of satisfaction; Finally, the content analysis made it easier to know the real impact of the digital strategies used in this digital initiative through its social networks. From the investigation it was defined that entrepreneurship does not use digital strategies raised from an objective analysis but in a deductive way; To solve this difficulty, it is necessary to study the public objective and its interactions, and based on the results, generate a communications plan according to the needs of real consumers and potentially without altering the modus operandi of the enterprise.