Social Media Marketing and the Design of Positioning Strategies in Interprovincial Transport Companies in the City of Machala
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Abstract
The use of digital business tools such as social media marketing is increasingly constant, thanks to its way of sharing multimedia content on websites, therefore the main objective of the article is to generate positioning strategies for interprovincial transport companies in the city of Machala. through social media marketing. The research carried out is of a descriptive type, first carrying out a bibliographical investigation regarding the subject investigated to obtain relevant information on the concepts of the article for the understanding of social media marketing, the positioning and the quality of the services. Through the observation carried out in the terminal, it is possible to have a perception of different factors to establish the quality of the services that are currently provided in the bus terminal of the city of Machala, resulting in the need to apply positioning strategies through social media marketing. since it is the most optimal means to communicate with users quickly and achieve the desired positioning.
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Jeniffer Lizbeth Fernández-Chuchuca , Universidad Técnica de Machala - Ecuador
Active student, in the process of obtaining a degree in Marketing from the Technical University of Machala-Ecuador, academic participation as author 1 in the preparation of the social media article and the design of positioning strategies in interprovincial transport companies in the city of Machala in the country Ecuador.
Irene María Feijoo-Jaramillo , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-7920-9039
Commercial Engineer, Specialist in Leadership and Management, Higher Diploma in Project Design and Master in Management of Educational and Social Projects. Professor of the Faculty of Business Sciences of the Technical University of Machala, author of texts on Entrepreneurship, Research and topics related to Marketing. Place of residence Machala-Ecuador.
Manuel Arcesio López-Feijoo , Universidad Técnica de Machala - Ecuador
https://orcid.org/0000-0002-3898-3343
Commercial Engineer CPA, Engineer in Business Sciences, Master in Marketing, Master in Business Administration and Management Professor of the Faculty of Business Sciences and Director of Continuing Education of the Technical University of Machala.
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