Análisis y descripción de la utilización de facebook e instagram como medios e instrumentos de promoción de servicios e imagen corporativa del Hotel Oro Verde, Cuenca.

Abstract

This study entitled: Analysis and description of the use of Facebook and Instagram as means and instruments to promote services and corporate image of the Hotel Oro Verde, Cuenca is mixed research that includes a qualitative and quantitative, exploratory, descriptive and transactional that was carried out in order to analyze the content published on social networks (Facebook and Instagram) during the 2019-2020 period and determine the appropriate informative content for these platforms. To achieve the proposed objectives, a content analysis was carried out considering three key dimensions that were: semantic aspects, thematic aspects and configurative aspects. Among the findings, the lack of a slogan that reinforces the informative content, inconsistencies between the image and the message that was wanted to be transmitted in some publications, weaknesses in the semiotic aspects related to the significance of the products stand out.