Análisis de redes sociales como herramienta de posicionamiento de mercado para los restaurantes del norte de Guayaquil

Abstract

The city of Guayaquil, like the entire world, suffered the ravages of Covid-19 and is currently affected by the increase in crime, causing losses and closures of some restaurants; Owners need to establish strategies to improve their commercial and economic situation. This research seeks to analyze the use of social networks as a market positioning tool in restaurants in the north of Guayaquil, identifying the behavior and preferences of potential customers on social networks, determining the most used channels, consumption trends; and, proposing strategies to maximize strengths and opportunities and mitigate weaknesses and threats. Applying a mixed descriptive focus with a non-experimental design.