Instagram como herramienta de venta para los pequeños emprendimientos en Guayaquil

Abstract

The study addressed the efficiency of Instagram as a sales channel in Guayaquil businesses, to identify the communication tools that enhance the growth of the brand. Emphasizing that Instagram is one of the main search engines among netizens when purchasing a product or service, for this reason the need to investigate this topic in depth and make an audiovisual product was seen. In this research, a qualitative methodology with a descriptive scope is used and a narrative method is used, using the in-depth interview technique with four entrepreneurs and two experts in digital marketing specialized in meta-ads, in addition to obtaining more information, a questionnaire of ten multiple-choice questions is created in Google Forms, in which a sample of thirty entrepreneurs is taken to find out the incidence of Instagram in business. Resulting in the development of a twenty-two-minute video report on Instagram as a sales tool for small businesses in Guayaquil in which the testimonials of entrepreneurs are exposed, thus highlighting the platform as a good alternative to promote the growth of businesses in the social network, it also offers communication resources as an alternative to promote and achieve viral content more quickly, but nevertheless it is important to create a marketing strategy for the growth of the account and through it generate sales, ab laughing as well as a channel between the consumer and entrepreneur.