Neuromarketing mix para la gestión de redes sociales de la maestría en neuromarketing IPEC ESPOCH

Abstract

The purpose of this study was about neuromarketing mix and the management of social networks for the master's degree program in neuromarketing held at IPEC-ESPOCH which is headquartered in Riobamba city. The methodology applied was mixed (qualitative and quantitative), correlational, non-experimental, cross-sectional, informative and field documentary, the methods applied were: deductive, inductive, analytical, synthetic and systemic, through the following techniques: a directed survey to 384 students, public and private employees of Zone 3 in which the following 4 Provinces are located, Tungurahua, Chimborazo, Cotopaxi, Pastaza, the scientific contribution was supported by their hypothesis testing. The results of the survey determined four main indicators (i) prestige: a good opinion or recognition of the services to be offered, (ii) knowledge: being able to understand through reason and qualities the different decision-making processes, (iii ) profile: interest in knowing the professionals who will teach the master's degree, finally 6 strategies were carried out that will allow a correct management of social networks for the IPEC-ESPOCH located i Riobamba city which will be socialized with the respective authority of IPEC-ESPOCH. It is concluded that neuromarketing mix affects the development of digital advertising strategies, establishing a proposal that allows the strengthening of the brand image and the motivation towards the purchase, serving as a basis for future research related to the subject.