Análisis de preferencias de consumo de contenido comunicacional en redes Facebook e Instagram de Colineal

Abstract

Colineal is a renowned furniture company of Cuenca origin, with a constant growth and presence at the national level. Also, the company has been recognized for its commitment to excellence and innovation, dabbling in the sale of products online and with presence in digital communication channels: Facebook, Instagram, Tik Tok, Twitter, YouTube and Pinterest. For this reason, it is important to analyze Colineal’s digital communication since it is a form of interaction and current information, essential for organizations. Therefore, the present study aims to analyze the consumption preferences of communicational content of the networks Facebook and Instagram Colineal during 2023, for which it is proposed: an interview with the marketing manager, analysis of digital communication channels, interviews to understand consumer perception and focus groups to identify the communicational impact. The results indicate that the communication plan focuses on selling and informing about products through both networks, through videos, photographs, reels and stories, with a greater impact on the target audience (women between 25 and 45 years old). It was found that factors such as brand, design, guarantee, quality and price are essential in the purchase decision, and that Colineal's communication content motivates and generates an emotional identification with consumers. This study highlights the importance of well-structured digital communication and its positive impact on consumer perception and behavior, offering recommendations such as improving price information, expanding presence on Instagram and adapting content to better reflect the preferences of the target audience.