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Pulido, R., (2017). Marketing viral en las plataformas virtuales de los bar-restaurantes del Centro Histórico de Cusco – 2017. [Tesis, Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/1699
Pulido, R., Marketing viral en las plataformas virtuales de los bar-restaurantes del Centro Histórico de Cusco – 2017. [Tesis]. : Universidad Andina del Cusco; 2017. https://hdl.handle.net/20.500.12557/1699
@misc{renati/20341,
title = "Marketing viral en las plataformas virtuales de los bar-restaurantes del Centro Histórico de Cusco – 2017.",
author = "Pulido Hilares, Raúl",
publisher = "Universidad Andina del Cusco",
year = "2017"
}
Title: Marketing viral en las plataformas virtuales de los bar-restaurantes del Centro Histórico de Cusco – 2017.
Authors(s): Pulido Hilares, Raúl
Advisor(s): León Nuñez, Haydee
Issue Date: 18-Dec-2017
Institution: Universidad Andina del Cusco
Abstract: El presente trabajo de investigación tuvo como objetivo describir cómo es el aprovechamiento de la herramienta Marketing Viral en las plataformas virtuales de los Bar – Restaurantes del centro histórico de la ciudad del Cusco. El tipo de investigación es básico, de alcance descriptivo y diseño no experimental. Para la presente investigación se usó como técnica de recopilación de datos, la encuesta y como instrumento el cuestionario, de cuyos resultados se pudo extraer que: El 39 % de los Bar – Restaurantes del centro histórico del Cusco, tienen un regular aprovechamiento de la herramienta Marketing Viral con una media de 3,3; y, en cuanto a las dimensiones, con una media de 3,3 manifestaron tener un regular aprovechamiento de los Talkers; con una media de 3,2, manifestaron tener un regular aprovechamiento de los Topics; con una media de 2,2, manifestaron tener un mal aprovechamiento de los Tools; con una media de 4,6 manifestaron tener un muy buen aprovechamiento del Taking Part; con una media de 3,8 manifestaron tener un muy buen aprovechamiento del Tracking. De estos resultados podemos extraer que, se viene dando un aprovechamiento de nivel promedio, de la herramienta Marketing Viral, con un manejo, aún empírico de la misma. De los resultados alcanzados, se halló que existe la necesidad de un adiestramiento técnico en cuanto a: Planeamiento Estratégico, Marketing Digital, Marketing Viral, Programación Web, SEO, conocimientos que bien aplicados y de manera específica a través de un Plan de Marketing Digital, les permitirían a dichos negocios lograr, un mayor alcance de su público objetivo, posicionamiento de marca, así como la tan deseada capitalización económica.
The objective of this research work is to describe the use of the Viral Marketing tool in the virtual platforms of the Bar - Restaurants of the historic center of the city of Cusco. The type of research is basic, of descriptive scope and non-experimental design. For the present investigation the survey was used as a data collection technique, and as a tool the questionnaire, whose results could be extracted that: 39% of the Bar - Restaurants of the historical center of Cusco, have a regular use of the tool Viral Marketing with an average of 3.3, and in terms of dimensions: With an average of 3.3, they said they had a regular use of the Talkers; With an average of 3.2, they reported having a regular use of the Topics; With an average of 2.2, they reported having a bad use of the Tools; With an average of 4.6, they said they had a very good use of Taking Part; With an average of 3.8, they said they had a very good use of Tracking. From these results we can extract that, there is an average level of use of the Viral Marketing tool, with an even empirical management of it. From the results achieved, it was found that there is a need for technical training in terms of: Strategic Planning, Digital Marketing, Viral Marketing, Web Programming, SEO, knowledge that is well applied and specifically through a Digital Marketing Plan, they would allow such businesses to achieve, a greater reach of their target audience, brand positioning, as well as the much desired economic capitalization.
The objective of this research work is to describe the use of the Viral Marketing tool in the virtual platforms of the Bar - Restaurants of the historic center of the city of Cusco. The type of research is basic, of descriptive scope and non-experimental design. For the present investigation the survey was used as a data collection technique, and as a tool the questionnaire, whose results could be extracted that: 39% of the Bar - Restaurants of the historical center of Cusco, have a regular use of the tool Viral Marketing with an average of 3.3, and in terms of dimensions: With an average of 3.3, they said they had a regular use of the Talkers; With an average of 3.2, they reported having a regular use of the Topics; With an average of 2.2, they reported having a bad use of the Tools; With an average of 4.6, they said they had a very good use of Taking Part; With an average of 3.8, they said they had a very good use of Tracking. From these results we can extract that, there is an average level of use of the Viral Marketing tool, with an even empirical management of it. From the results achieved, it was found that there is a need for technical training in terms of: Strategic Planning, Digital Marketing, Viral Marketing, Web Programming, SEO, knowledge that is well applied and specifically through a Digital Marketing Plan, they would allow such businesses to achieve, a greater reach of their target audience, brand positioning, as well as the much desired economic capitalization.
Link to repository: https://hdl.handle.net/20.500.12557/1699
Discipline: Administración
Grade or title grantor: Universidad Andina del Cusco. Facultad de Ciencias Económicas, Administrativas y Contables
Grade or title: Licenciado en Administración
Register date: 13-Jun-2018
This item is licensed under a Creative Commons License