<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2959-9040</journal-id>
<journal-title><![CDATA[Revista Impulso]]></journal-title>
<abbrev-journal-title><![CDATA[Impulso]]></abbrev-journal-title>
<issn>2959-9040</issn>
<publisher>
<publisher-name><![CDATA[Universidad Privada Domingo Savio]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2959-90402024000300197</article-id>
<article-id pub-id-type="doi">10.59659/impulso.v.4i8.57</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Apropiación de Instagram por las cadenas comerciales Sweet &amp; Coffee y Juan Valdez en Ecuador]]></article-title>
<article-title xml:lang="en"><![CDATA[Appropriation of Instagram by the Sweet &amp; Coffee and Juan Valdez commercial chains in Ecuador]]></article-title>
<article-title xml:lang="pt"><![CDATA[Apropriação do Instagram pelas cadeias comerciais Sweet &amp; Coffee e Juan Valdez no Equador]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ruiz Quezada]]></surname>
<given-names><![CDATA[Karla Melissa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barzola Jaya]]></surname>
<given-names><![CDATA[Daniel Washington]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alcívar Cabada]]></surname>
<given-names><![CDATA[Ronald Ricky]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Estatal de Milagro  ]]></institution>
<addr-line><![CDATA[Guayas ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Luxus Importadora LUXIM SAS  ]]></institution>
<addr-line><![CDATA[Guayas ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>20</day>
<month>10</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>20</day>
<month>10</month>
<year>2024</year>
</pub-date>
<volume>4</volume>
<numero>8</numero>
<fpage>197</fpage>
<lpage>212</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S2959-90402024000300197&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S2959-90402024000300197&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S2959-90402024000300197&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Instagram es clave para el crecimiento de los negocios, construye marca visual, impulsa ventas y mide impacto de estrategias de marketing digital. El objetivo de la presente investigación fue analizar la apropiación del uso de esta red social por las cadenas comerciales ecuatorianas Sweet &amp; Coffee y Juan Valdez Café. El estudio fue de tipo transversal, descriptivo y no experimental, con una muestra de 384 usuarios. Los resultados de las métricas revelan que, aunque Juan Valdez Café tiene más seguidores, Sweet &amp; Coffee lo supera en interacciones, índice de compromiso, 0,48% y rendimiento, 11,0%. El análisis de las medias revela una diferencia relevante en el nivel de rendimiento de los dos perfiles. Ambas empresas utilizan variedad de imágenes, videos y carruseles. Estos hallazgos destacan la necesidad de adaptar las estrategias de marketing en redes sociales para mejorar la interacción y satisfacción del cliente, con un contenido dinámico y atractivo que conecte con los consumidores.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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 &amp; 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 &amp; 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO O Instagram é fundamental para o crescimento do negócio, constrói uma marca visual, impulsiona as vendas e mede o impacto das estratégias de marketing digital. O objetivo desta pesquisa foi analisar a apropriação da utilização desta rede social pelas redes comerciais equatorianas Sweet &amp; Coffee e Juan Valdez Café. O estudo é transversal, descritivo e não experimental, a amostra foi de 384 utentes. Os resultados das métricas revelam que, embora o Juan Valdez Café tenha mais seguidores, o Sweet &amp; Coffee supera-o em interações, taxa de engagement, 0,48% e desempenho, 11,0%. A análise das médias revela uma diferença relevante no nível de desempenho dos dois perfis. Ambas as empresas utilizam uma variedade de imagens, vídeos e carrosséis. Estas descobertas destacam a necessidade de adaptar as estratégias de marketing nas redes sociais para melhorar a interação e a satisfação do cliente, com conteúdo dinâmicos e atrativos que se conectem com os consumidores.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[análisis de métricas]]></kwd>
<kwd lng="es"><![CDATA[comunicación visual]]></kwd>
<kwd lng="es"><![CDATA[estrategias de contenido]]></kwd>
<kwd lng="es"><![CDATA[Instagram]]></kwd>
<kwd lng="es"><![CDATA[marketing digital.]]></kwd>
<kwd lng="en"><![CDATA[metric analysis]]></kwd>
<kwd lng="en"><![CDATA[visual communication]]></kwd>
<kwd lng="en"><![CDATA[content strategies]]></kwd>
<kwd lng="en"><![CDATA[Instagram]]></kwd>
<kwd lng="en"><![CDATA[digital marketing.]]></kwd>
<kwd lng="pt"><![CDATA[análise de métricas]]></kwd>
<kwd lng="pt"><![CDATA[comunicação visual]]></kwd>
<kwd lng="pt"><![CDATA[estratégias de conteúdo]]></kwd>
<kwd lng="pt"><![CDATA[Instagram]]></kwd>
<kwd lng="pt"><![CDATA[marketing digital.]]></kwd>
</kwd-group>
</article-meta>
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