Implementación del uso de las redes sociales para promocionar la Asociación de Producción Artesanal “Awak Maki” del cantón Francisco de Orellana

Abstract

The Association of Artisanal Production Awak Maki does not have social networking profiles where they promote their handicraft products or can publicize the brand, therefore, the objective of this research was to implement the use of social networks to promote the association of artisanal production Awak Maki of Francisco de Orellana through digital marketing strategies. The methodology implemented had a qualitative and quantitative study approach that helped the respective analysis of the results obtained through the different techniques applied, information was obtained with the deductive method, an interview was conducted with the person in charge of social networks, an online survey to the inhabitants of the city and a direct observation study. This methodology resulted in a very low positioning in social networks, since they only had a Facebook page, but only based on publishing events, volunteer work, and activities carried out as an organization, but not selling their handicraft products and for this purpose the implementation of the use of social networks was developed in which different strategies were proposed to strengthen the association in order to achieve its positioning. Digital marketing strategies were proposed such as the creation of TikTok and Instagram profiles and positioning in browsers such as Google Maps. In this context, it is concluded that the association does not have an adequate planning to promote their handicraft products, and this is how the digital marketing strategies were carried out in order to position and recognize their brand and handicraft products in the market.