Análisis del impacto de las estrategias de marketing digital en redes sociales utilizadas por las principales empresas de telefonía en el Ecuador en jóvenes entre 20 y 24 años de la parroquia La Mariscal en la ciudad de Quito.

Abstract

The main intention of this investigation is to analyze the impact of digital marketing strategies in social networks used by the main telephone companies in Ecuador on young people between 20 and 24 years of age in the parish of La Mariscal in the city of Quito. For this, a bibliographical examination was carried out on the theory of digital marketing, social networks, telephony and preferences of young people. In addition, a survey was applied to a sample of 381 people who reside in or frequent the parish of La Mariscal, to find out their preferences and perceptions about telephone companies and their digital marketing strategies on social networks. The results obtained revealed us to identify the main peculiarity of young people between 20 and 24 years of age, as well as the strengths and weaknesses of telephone companies in terms of their presence and advertising on social networks. Likewise, it was possible to determine the degree of influence that that digital marketing strategies have in social networks on the purchase decision and loyalty of young people towards telephone companies. Finally, some recommendations were proposed to improve the performance of telephone companies in the field of digital marketing on social networks, in order to increase competitiveness and meet the needs and expectations of young consumers.