Comunicación en una nueva perspectiva de actuación con emprendimientos productos doña Elda San Cristobal Galápagos

Abstract

Abstract: This research whose theme is "Communication in a new perspective of action with Doña Elda Products - San Cristóbal Galapagos ventures" had as its objective to develop an online and offline communication plan for said venture. At the methodological level, it was an investigation with a mixed approach. Field and descriptive research was applied. The implemented method was the deductive one. The techniques applied were the survey, structured interview, content analysis and direct observation. The survey was conducted with a total of 30 jam consumers from San Cristóbal Island. The interview was conducted with the Community Manager of the Entrepreneurship of Doña Elda. The content analysis was developed around the publications issued on Facebook and Instagram created by the entrepreneurship. Direct observation was applied to the content of the Facebook fanpage and Instagram regarding the same enterprise. The results determine that the means by which people know Doña Elda's products correspond to the information provided by friends and family, followed by digital media.