Resumo

RUIZ QUEZADA, Karla Melissa; BARZOLA JAYA, Daniel Washington  e  ALCIVAR CABADA, Ronald Ricky. Appropriation of Instagram by the Sweet & Coffee and Juan Valdez commercial chains in Ecuador. Impulso [online]. 2024, vol.4, n.8, pp.197-212.  Epub 20-Out-2024. ISSN 2959-9040.  https://doi.org/10.59659/impulso.v.4i8.57.

Instagram is key to business growth, builds a visual brand, drives sales and measures the impact of digital marketing strategies. The objective of this research was to analyze the appropriation of the use of this social network by the Ecuadorian commercial chains Sweet & Coffee and Juan Valdez Café. The study is cross-sectional, descriptive and non-experimental, the sample was 384 users. The results of the metrics reveal that, although Juan Valdez Café has more followers, Sweet & Coffee surpasses it in interactions, engagement rate, 0.48% and performance, 11.0%. The analysis of the means reveals a relevant difference in the level of performance of the two profiles. Both companies use a variety of images, videos and carousels. These findings highlight the need to adapt social media marketing strategies to improve customer interaction and satisfaction, with dynamic and attractive content that connects with consumers.

Palavras-chave : metric analysis; visual communication; content strategies; Instagram; digital marketing..

        · resumo em Português | Espanhol     · texto em Espanhol     · Espanhol ( pdf )