Tesis - Licenciatura en Mercadotecnia

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Browsing Tesis - Licenciatura en Mercadotecnia by Author "Alarcon Morillo, Anthony Paul"

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    Contenido digital y su relación con el posicionamiento de la marca Club Deportivo Especializado de Fútbol Profesional Universidad Técnica de Cotopaxi en redes sociales.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Alarcon Morillo, Anthony Paul; Medina Bayas, Lilian Estefania; Salguero Núñez, Cristian Stalin
    This graduation project aims to evaluate the metric interaction of digital content and its relationship with the brand positioning on social media (Facebook and TikTok) of the professional football club Universidad Técnica de Cotopaxi. The study analyzed the effectiveness of posts on the Facebook and TikTok platforms using the Social Scan tool, which identified the types of content that generated the most engagement and how this impacted the club's positioning. The methodology used has a quantitative approach, a non-experimental design, and a descriptive scope, as the variables of interest, namely digital content and brand positioning, will not be altered in any way. The analysis of the results shows that social media positioning is more influenced by content that emphasizes the club's achievements and important events, as well as emotional engagement with the audience. On Facebook, the club's fan page showed an engagement level of 8.29%, while on TikTok, the figure reached a remarkable 88.91%. However, despite such high levels of engagement, the limited quantity and quality of posts restricted the club's ability to attract new fans and compete with larger clubs. The benchmarking evaluation indicates that while Club UTC maintains moderate positioning, it has a loyal follower base that offers significant opportunities to increase reach and engagement through a more frequent and engaging content strategy. The study concluded that, to compete effectively and improve its position in the digital environment, the club must increase the loyalty of its current audience and attract new followers through more diverse and resonant content.