Marketing en redes sociales y su influencia en la preferencia de consumo de servicios financieros de los guayaquileños

Abstract

The objective of this research was to examine the influence of consumption of financial services of the Guayaquil population. The merit of this research lies in its direct approach to the reality of the city, with the aim of generating ideas and perspectives that serve as insertion strategies when offering a service through social networks. In this research, an essential method was used, taking into account the decision on consumption of financial services in the Guayaquil population, since the research approach is mixed because qualitative research techniques were applied in the interviews and quantitative research techniques in the surveys. The results showed that men, preferably in the city of Guayaquil, characterized by young people between 18 and 29 years old, have extensive knowledge when it comes to acquiring a service through social networks.