TCC (graduação) - Universidade Federal de Santa Catarina, Centro de Ciências da Educação, Ciência da Informação. / Este trabalho investiga o impacto das estratégias de mídia paga na promoção de eventos B2B. Na era da transformação digital, as empresas enfrentam a necessidade de adotar estratégias de marketing inovadoras. Este estudo tem como objeti...
This study aims to investigate the reasons why millennial women living in the Northeast region follow digital influencers on their social media. This is a qualitative, descriptive study. To this end, 18 semi-structured interviews were conducted with northeastern women from the millennial generation. Based on the analysis below, it was found the rea...
This research article analyzes how communication strategies have evolved significantly in recent years due to the constant changes in the digital world and the growing influence of social networks in different contexts. The main purpose of this research is to highlight the importance of the public in the current development of the digital world, es...
The lockdown ordered to mitigate the spread of the COVID-19 virus impacted SMEs, in Bogotá companies, organizations and institutions had to transform their operations to use digital channels in order to connect with their consumers. However, these types of companies are the ones that present a technological lack in infrastructure, resources and cap...
Consumer behavior is characterized by carrying out activities such as the evaluation, selection, purchase and use of goods and services; same that lead to the realization of mental and emotional processes, as well as the execution of physical actions aimed at satisfying desires and needs. This is an investigation of secondary data on consumer behav...
The Internet and different technological advances have revolutionized both information communication systems and commercial ones, endangering traditional media. For this reason, it was proposed to determine a digital marketing plan to improve the positioning of the paginate. The site serves as an innovative, differentiating, and even strategic supp...
Nowadays, the use of digital tools for commercial use is becoming more and more constant, due to the capacity provided by the digital environment to create attractive content to target customers, for this reason Inbound marketing emerges as a digital marketing tool, to meet the need to share information through digital media. In reference to the ab...
Digital marketing refers to sales actions carried out through digital media. It can be done through pre-existing communities on social networks, which would improve communication and results achieved. The objective of this study was to analyze the influence of digital marketing on the positioning of the Rocket brand in Rocafuerte canton. Specific s...
The COVID-19 pandemic has accelerated the growth of e-commerce as a viable option for purchasing products and services online. This research study examines how the adoption of online technologies has impacted small craft producers in the cross-border region between Peru and Chile, particularly in the city of Tacna. We created web pages with online ...
The orange-fleshed sweet potato, grown by Peasant Family Agriculture (AFC) in Manabí, Ecuador, has great commercial potential. However, its positioning in the national market is still weak. This study seeks to develop a digital marketing strategy that helps strengthen the presence of this product in the market. The research design is sequential exp...
