Plan de comunicación para el posicionamiento de la Empresa New Arena en el Condado de Queens en la Ciudad de New York

Abstract

The objective of this study was to develop a digital communication plan for the positioning of the company New Arena P.T., P.C, located in Queens, New York. For this research, inductive and deductive methods were used, which allowed to address the study from macro to micro elements, the qualitative and quantitative approach facilitated the analysis and interpretation of the results collected, the exploratory and descriptive level of research was used to describe the market and its positioning, the type of research was non-experimental and transversal due to it was carried out at a single moment. The survey technique was used through a questionnaire with 14 questions, a pilot survey applied to 10 people plus the Cronbach's Alpha, having a result of .902, being very high reliability, and a population of 384 people. With the results achieved, it was proven that New Arena is not in the market due to its lack of presence on social networks and its lack of application of digital communication strategies, and that it does not interact with its current or potential users. Digital communication strategies were applied to counteract these shortcomings, based on Harold Lasswell's communication model and the Penta model, which were linked to the culture and the market and facilitated strategies aimed at digital communication, which allowed New Arena to have a higher presence on social networks and therefore positioning in the market. So, it was determined that the digital communication strategies managed to position the New Arena brand in the county of Queens, New York.