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Bonilla, V., (2020). El análisis del uso del fanpage de Beat como plataforma de reclamos [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654551
Bonilla, V., El análisis del uso del fanpage de Beat como plataforma de reclamos [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654551
@misc{sunedu/3092749,
title = "El análisis del uso del fanpage de Beat como plataforma de reclamos",
author = "Bonilla Torres, Valerie Nicole",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Title: El análisis del uso del fanpage de Beat como plataforma de reclamos
Other Titles: The analysis of the use of the Beat fanpage as a platform for complaints
Authors(s): Bonilla Torres, Valerie Nicole
Advisor(s): Solari Martin, Davide Federico Ramon; Sánchez Flores, Miguel Antonio
Keywords: Social media; Aplicativo móvil; Imagen de marca; Redes sociales; Beat; Mobile application; Brand image
OCDE field: http://purl.org/pe-repo/ocde/ford#5.00.00; https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 10-Nov-2020
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: La demanda de los taxis por aplicativo móvil se ha incrementado en los últimos años. Dicho incremento trajo consigo situaciones como pérdidas de objetos, robos e incluso secuestros y violaciones. Con ello, también han surgido espacios en sus redes sociales en el que los usuarios, denominados ahora prosumers, expresan su satisfacción o insatisfacción conforme a sus experiencias con el servicio o producto. De esta manera, los usuarios, a partir de sus comentarios, impactan en la decisión de compra de más consumidores y en la percepción que estos tienen sobre la marca. El objetivo general de esta investigación consiste en analizar si los reclamos de los usuarios en el fanpage de Beat afectan, o no, la percepción de la imagen de marca. Se trata de un estudio cualitativo que se realizará a través de un análisis de los reclamos que los usuarios publican en el fanpage de Beat. Además, se realizarán entrevistas semiestructuradas a mujeres de 18 a 26 años de los niveles socioeconómicos B y C, quienes son usuarias de la red social de Facebook, cuentan con un smartphone y usan el aplicativo de Beat en Lima Metropolitana para tener una percepción cercana la percepción de marca.
The demand for taxis by mobile application has increased in recent years. This increase brought with it situations such as loss of objects, robberies and even kidnappings and rapes. Also, some spaces have emerged in social networks in which users, now called prosumers, express their satisfaction or dissatisfaction according to their experiences with the service or product. In this way, the users, based on their comments, impact the purchase decision of more consumers and their perception of the brand. The general objective of this research is to analyze whether the claims of users on the Beat fan page affect the perception of the brand image. This will be possible by a qualitative study through an analysis of the claims that users post on the Beat fanpage, which have been filtered by the brand. In addition, semi-structured interviews will be carried out with women from 18 to 26 years of age from socioeconomic levels B and C, who are users of the Facebook social network, have a smartphone and use the Beat application in metropolitan Lima to have a close perception of the brand image.
The demand for taxis by mobile application has increased in recent years. This increase brought with it situations such as loss of objects, robberies and even kidnappings and rapes. Also, some spaces have emerged in social networks in which users, now called prosumers, express their satisfaction or dissatisfaction according to their experiences with the service or product. In this way, the users, based on their comments, impact the purchase decision of more consumers and their perception of the brand. The general objective of this research is to analyze whether the claims of users on the Beat fan page affect the perception of the brand image. This will be possible by a qualitative study through an analysis of the claims that users post on the Beat fanpage, which have been filtered by the brand. In addition, semi-structured interviews will be carried out with women from 18 to 26 years of age from socioeconomic levels B and C, who are users of the Facebook social network, have a smartphone and use the Beat application in metropolitan Lima to have a close perception of the brand image.
Link to repository: http://hdl.handle.net/10757/654551
Discipline: Comunicación y Publicidad
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Bachiller en Comunicación y Publicidad
Register date: 19-Feb-2021; 19-Feb-2021
This item is licensed under a Creative Commons License