Estrategia de social media marketing para la Librería y Papelería Aguilar de Loja

Abstract

Abstract: Marketing is a science that studies the market and its behavior, which is composed of a set of techniques that aim to position a product in the market. Through the arrival of ICTs, the Internet became the main research channel, taking advantage of the acquisition of new clients and the promotion of services. Social networks are the fundamental platforms to understand what the needs, doubts and wishes of the public are. This research aims to strengthen the brand positioning in digital environments for the Aguilar Bookstore and Stationery as a leading company that offers quality products in Loja. For this, a mixed methodology was applied using the survey technique, which was applied to wholesale customers to know the quality of the service provided to the customer, thus allowing the optimization and improvement of the service. Finally, this work strengthens the company to have greater positioning in socialnetworks and design a strategy with content tactics in social media that allows increasing market share and increasing online sales.