IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES

Detalhes bibliográficos
Autor(a) principal: Ocaña Echeverría, Pamela Monserrath
Data de Publicação: 2021
Outros Autores: Freire Aillón, Teresa Milena
Tipo de documento: preprint
Idioma: spa
Título da fonte: SciELO Preprints
Texto Completo: https://preprints.scielo.org/index.php/scielo/preprint/view/2556
Resumo: 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.
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spelling IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSESIMPACTO DE LA GESTIÓN DE REDES SOCIALES EN LAS EMPRESAS GASTRONÓMICASIMPACTO DA GESTÃO DAS MÍDIAS SOCIAIS NAS EMPRESAS GASTRONÔMICASImpacto de gestãoredes sociaisgestão gastronômicaavaliação de redes sociaisManagement impactsocial networksgastronomic managementsocial media evaluationImpacto de gestiónredes socialesgestión gastronómicaevaluación de redes socialesSocial 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.Las redes sociales constituyen un instrumento esencial para difundir o promocionar un producto o servicio, de este modo, su aporte resulta indispensable para potenciar la gestión de las empresas gastronómicas. La presente investigación de tipo descriptiva evaluó el impacto de la gestión de redes sociales en empresas gastronómicas del centro urbano de la ciudad de Ambato. Se utilizó el método analítico-sintético con un enfoque cuali-cuantitativo. Mediante herramientas metodológicas como el benchmarking, encuestas tipo Likert e indicadores de gestión, se examinó la gestión de redes sociales, a partir de un diagnóstico realizado a las empresas gastronómicas con presencia en redes sociales, con una muestra probabilística sistemática. La investigación permitió conocer cómo dichas empresas gestionan sus redes sociales en las condiciones actuales, a partir del COVID-19. Se constató que existe una oportuna pero limitada gestión de redes sociales, principalmente Facebook, en las empresas bajo estudio.As redes sociais são um instrumento essencial para a divulgação ou promoção de um produto ou serviço, desta forma, a sua contribuição é fundamental para a melhoria da gestão das empresas gastronómicas. A presente pesquisa descritiva avaliou o impacto da gestão de redes sociais em empresas gastronômicas do centro urbano da cidade de Ambato. Utilizou-se o método analítico-sintético com abordagem qualitativo-quantitativa. Utilizando ferramentas metodológicas como benchmarking, pesquisas do tipo Likert e indicadores de gestão, foi examinada a gestão das redes sociais, a partir de um diagnóstico feito a empresas gastronômicas com presença em redes sociais, com amostra probabilística sistemática. A pesquisa permitiu conhecer como essas empresas gerenciam suas redes sociais nas condições atuais, com base no COVID-19. Constatou-se que existe uma gestão oportuna mas limitada das redes sociais, principalmente o Facebook, nas empresas em estudo.SciELO PreprintsSciELO PreprintsSciELO Preprints2021-06-29info:eu-repo/semantics/preprintinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://preprints.scielo.org/index.php/scielo/preprint/view/255610.1590/SciELOPreprints.2556spahttps://preprints.scielo.org/index.php/scielo/article/view/2556/4414Copyright (c) 2021 Pamela Monserrath Ocaña Echeverría, Teresa Milena Freire Aillónhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessOcaña Echeverría, Pamela MonserrathFreire Aillón, Teresa Milenareponame:SciELO Preprintsinstname:SciELOinstacron:SCI2021-06-28T16:33:34Zoai:ops.preprints.scielo.org:preprint/2556Servidor de preprintshttps://preprints.scielo.org/index.php/scieloONGhttps://preprints.scielo.org/index.php/scielo/oaiscielo.submission@scielo.orgopendoar:2021-06-28T16:33:34SciELO Preprints - SciELOfalse
dc.title.none.fl_str_mv IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
IMPACTO DE LA GESTIÓN DE REDES SOCIALES EN LAS EMPRESAS GASTRONÓMICAS
IMPACTO DA GESTÃO DAS MÍDIAS SOCIAIS NAS EMPRESAS GASTRONÔMICAS
title IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
spellingShingle IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
Ocaña Echeverría, Pamela Monserrath
Impacto de gestão
redes sociais
gestão gastronômica
avaliação de redes sociais
Management impact
social networks
gastronomic management
social media evaluation
Impacto de gestión
redes sociales
gestión gastronómica
evaluación de redes sociales
title_short IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
title_full IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
title_fullStr IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
title_full_unstemmed IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
title_sort IMPACT OF SOCIAL MEDIA MANAGEMENT ON GASTRONOMIC BUSINESSES
author Ocaña Echeverría, Pamela Monserrath
author_facet Ocaña Echeverría, Pamela Monserrath
Freire Aillón, Teresa Milena
author_role author
author2 Freire Aillón, Teresa Milena
author2_role author
dc.contributor.author.fl_str_mv Ocaña Echeverría, Pamela Monserrath
Freire Aillón, Teresa Milena
dc.subject.por.fl_str_mv Impacto de gestão
redes sociais
gestão gastronômica
avaliação de redes sociais
Management impact
social networks
gastronomic management
social media evaluation
Impacto de gestión
redes sociales
gestión gastronómica
evaluación de redes sociales
topic Impacto de gestão
redes sociais
gestão gastronômica
avaliação de redes sociais
Management impact
social networks
gastronomic management
social media evaluation
Impacto de gestión
redes sociales
gestión gastronómica
evaluación de redes sociales
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/preprint
info:eu-repo/semantics/publishedVersion
format preprint
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://preprints.scielo.org/index.php/scielo/preprint/view/2556
10.1590/SciELOPreprints.2556
url https://preprints.scielo.org/index.php/scielo/preprint/view/2556
identifier_str_mv 10.1590/SciELOPreprints.2556
dc.language.iso.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://preprints.scielo.org/index.php/scielo/article/view/2556/4414
dc.rights.driver.fl_str_mv Copyright (c) 2021 Pamela Monserrath Ocaña Echeverría, Teresa Milena Freire Aillón
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Pamela Monserrath Ocaña Echeverría, Teresa Milena Freire Aillón
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv SciELO Preprints
SciELO Preprints
SciELO Preprints
publisher.none.fl_str_mv SciELO Preprints
SciELO Preprints
SciELO Preprints
dc.source.none.fl_str_mv reponame:SciELO Preprints
instname:SciELO
instacron:SCI
instname_str SciELO
instacron_str SCI
institution SCI
reponame_str SciELO Preprints
collection SciELO Preprints
repository.name.fl_str_mv SciELO Preprints - SciELO
repository.mail.fl_str_mv scielo.submission@scielo.org
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