IMPACTO DE LA GESTIÓN DE REDES SOCIALES EN LAS EMPRESAS GASTRONÓMICAS

Pamela Monserrath Ocaña Echeverría; Teresa Milena Freire Aillón

doi:10.1590/SciELOPreprints.2556

##article.authors##

Pamela Monserrath Ocaña Echeverría Pontificia Universidad Católica del Ecuador Sede Ambato, Ambato, Ecuador https://orcid.org/0000-0001-9028-3849
Teresa Milena Freire Aillón Pontificia Universidad Católica del Ecuador Sede Ambato, Ambato, Ecuador https://orcid.org/0000-0003-2324-6495

DOI:

https://doi.org/10.1590/SciELOPreprints.2556

Keywords:

Management impact, social networks, gastronomic management, social media evaluation

Abstract

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.