Análisis del uso de aplicaciones multimedia por emprendedores de comida rápida para generar publicidad en redes sociales.

Abstract

Advertising on social networks is very demanded by the guayaquileño public, so much so that more than 80% of the population has at least one account on social networks; on the other hand, more than 70% of the population consumes fast food and most of those who have social networks can view new advertisements daily with multimedia content that generates impact on that target audience. With the boom that this frames, entrepreneurs, with greater emphasis in times of pandemic, have found themselves in the need to adapt to this new advertising style and for this they have required learning in multimedia applications to be able to face the competitiveness in social networks. Therefore, this study aimed to analyze the multimedia applications used by fast food entrepreneurs for publication on social networks in the city of Guayaquil. The location considered is the Parish Tarqui, which has a large influx of this type of consumer. The methodology is based on mixed research, with correlative significance, the data collection technique that was used was the survey thanks to obtaining a probabilistic sample by strata, as well as the use of the interview with entrepreneurs to qualitatively evaluate their perception; and the results obtained demonstrated that the product is commercially viable. The proposal focused on the creation of a YouTube channel where they can present themselves in videos, trainings on the use of multimedia applications so that the entrepreneur increases his knowledge.