Apropiación del uso de la red social instragram por cadenas comerciales en el Ecuador. Estudios de casos Sweet & Coffee y Juan Valdez Café, desde el 5 de agosto al 29 de septiembre del año 2019.

Abstract

The phenomenon of social networks is increasingly located among Internet users, it does not weaken, which requires its exponential increase throughout the world and an important link between ICT, articulations, communication skills and systematized content, prepared and published through social networking sites. The increase in users hooked to the Internet through mobile devices or any other electronic equipment from their offices or homes, has caused the popularization of spaces such as Instagram. This degree work analyzes the appropriation of the use of the social network Instagram by commercial chains in Ecuador through the case study of Sweet & Coffee and Juan Valdez Café, during the period from August 5 to September 29, 2019. The behavior of these companies and their audiences was analyzed to determine the existing appropriation in the use of Instagram.