Resumen

OCANA, Pamela  y  FREIRE, Teresa. IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES. Revista Chakiñan [online]. 2022, n.16, pp.52-67. ISSN 2550-6722.  https://doi.org/10.37135/chk.002.16.03.

Social networks are an essential tool to disseminate or promote a product or service. Thus, their contribution is essential to enhancing the management of gastronomic companies. This descriptive research evaluated the impact of social media management in gastronomic companies in the urban center of the city of Ambato. The analytical-synthetic method was used with a qualitative-quantitative approach. Using methodological tools such as benchmarking, Likert-type surveys, and management indicators, the management of social networks was examined, based on a diagnosis of gastronomic companies with a presence in social networks, with a systematic probabilistic sample. The research made it possible to know how these companies manage their social networks under current conditions, based on the COVID-19. It was found that there is timely but limited management of social networks, mainly Facebook, in the companies under study.

Palabras clave : Management impact; social networks; gastronomic management; social media evaluation.

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