Estrategias comunicacionales orientadas a mejorar demanda en tiempos de pandemia : estudio de caso de la Empresa Novagym-Machala.

Abstract

In the present work, the adaptation processes of the Novagym Training Center in the city of Machala will be characterized, those known were developed as communication strategies and conceived to face the contraction of demand in times of the COVID-19 pandemic. A mixed-type investigation will be carried out, where the following research techniques will be used, such as: interview and observation, in order to study the communication management of the company, the production and reception of communication materials from the audience-users, and in this way to be able to know how the adaptation process was before and during the pandemic. In methodological terms, it is within the mixed-type studies, which combine naturalistic-hermeneutical methodologies, with others of an explanatory nature, practicing data collection through direct and indirect observation.