Browsing Administración y Negocios Internacionales by Author "Sifuentes De La Torre, Juan Pedro"
Estudio del impacto de Facebook en una microempresa: caso “Los Sanguchones de Kike” en el período 2013 - 2015Calvo Córdova, Fernando; Brenner Jaramillo, Diego Alonso; Coronado Fuentes, Dayana Neisha; Sifuentes De La Torre, Juan Pedro (Universidad Peruana de Ciencias Aplicadas (UPC), 2016-11)Nowadays, social media has become an important and fast way for companies to promote their products and services, reaching to a great number of people. The use of social media, has changed the way of advertising, and has innovated the ways of doing it. At the same time, companies using social media have gain the advantage of being closer to their consumers, making it easier for the company to know their needs, their profiles and also to interact with them. This study of Professional Sufficiency is oriented to demonstrate that the use of Facebook was the most effective way for the microenterprise “Los Sanguchones de Kike” to obtain new customers. The theoretical base was established by using the following concepts: digital marketing, social media strategy, markets research and microenterprise. We setted the specific goals for the study, which consisted in (i) measuring how sales increase and (ii) product remembrance were strongly correlated to the interaction through the posts from their Facebook page, our last goal consisted in (iii) comparing the scope and the cost of this social media versus traditional marketing methods (i.e. flyers). In order to fulfill the aim of the study, we developed several types of research for each goal, with the purpose of obtaining relevant and substantial information. Having analysed our results, we were able to achieve our specific goals; hence, we also achieved our main goal; this means that we were able to demonstrate that the use of Facebook was the most effective way for “Los Sanguchones de Kike” to obtain new customers.Acceso abierto