Social networks, a digital marketing tool focused on attracting customers in Ecuador

Abstract

Due to technological progress and the evolution of the digital media approach, it is imperative that companies take full advantage of the digital tools available today. The main objective of this article is to expose social networks as the most efficient digital media for customer acquisition among end users in the food market; this time taking as reference the northern sector of the city of Guayaquil; through which information can be provided to the target audience about companies and microenterprises, and in turn information about the consumer profile can be obtained. This research adopts an empirical and quantitative approach, using the survey technique. The target population comprises 76,540 residents of the Sauces sector in the city of Guayaquil, men and women between 18 and 55 years of age with purchasing power. The results obtained will allow us to diagnose and evaluate which are the social networks most used by this target audience, as well as to identify new trends in the field of digital marketing.